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?