Wacky World of Rubber: WeatherTech Super Bowl ad goes in new direction

BOLINGBROOK, Ill.—The WeatherTech ads have been part of the Super Bowl for a number of years now. But the maker of automotive floor liners took a different approach with its spot last year, and is going in a really unexpected direction this year.

It was a bit of a surprise some years back when Bolingbrook-based MacNeil Automotive Products Ltd.'s, manufacturer of the WeatherTech line of products, jumped into the Super Bowl commercial fray. Given its relative size and the costly nature of the Super Bowl ads—a 60-second spot this year costs close to $6 million—that seemed like quite an investment on a one-time expenditure.

But WeatherTech, which also is extremely active in motor sports sponsorships, appears to have made it work. Most years its ads have focused on its "Made in America" theme, showing off its state-of-the-art production fields. The tagline for the ads was: At WeatherTech, we built our new factory right here in America. Isn't that the way it's supposed to be?

These ads have played a big role in making WeatherTech a premium brand, first in its signature floor liner products and now over a whole host of goods it makes and markets.

From a personal standpoint, I know this to be truth. When we purchased a new car for my wife about four years ago, the only thing extra she asked for was that we buy her WeatherTech mats, along with another product in the firm's line that catches things that fall between the seat and middle console. And I know she will never want another vehicle without those products ever again.

But last year, MacNeil Automotive Products changed tactics and used its Super Bowl showcase to its PetComfort feeding system, certified to be non-toxic. The ad featured CEO David MacNeil's own dog, a Golden Retriever named Scout.

This year the plan was to go back to its traditional message, focusing on the company's production and employment of workers in the U.S.

During the filming for the new commercial, however, Scout went ill and was diagnosed to have a tumor on his heart and only a 1 percent chance of survival. Scout, however, recovered after going through treatment at the School of Veterinary Medicine at the University of Wisconsin-Madison.

And that's when MacNeil decided to nix the traditional commercial and instead feature Scout again, in a spot thanking the institution that saved his dog. The ad says the research has the potential to save the lives of millions of animals, and asks viewers to donate to the university.

MacNeil told Ad Age, a sister publication of Rubber & Plastics News, that he thought of just donating the roughly $6 million the company is spending to the university, but thought the exposure of being part of the Super Bowl could leverage that into a much higher amount of funds raised.

And if history is any indication, I wouldn't bet against MacNeil. Even before the big game airs Feb. 2, the ad has generated a number of stories, including a piece in the Washington Post.

So keep your eyes peeled for Scout during the second quarter—and be ready to donate.

Meyer is editor Bruce Meyer is editor of Rubber & Plastics News and he sees rubber-related stories nearly everywhere he goes. Follow him on Twitter @bmeyerRPN.