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WeatherTech

WeatherTech logo

super bowl liv

The opportunity

Develop a commercial to run on the Super Bowl to raise donations for the School of Veterinary Medicine at the University of Wisconsin-Madison based on WeatherTech’s beloved golden retriever, Scout, whose life was extended by the school’s cutting edge cancer treatments for animals.

The insight

Scout, the star of many WeatherTech commercials, will “speak” to the audience about his cancer journey and the wonderful care he received in his own compelling voice. Donating to other pets helps, as he’s “living proof”.

The solution

The commercial generated instant buzz, received huge free media national news mentions and stories, and raised millions from all 50 states that ultimately helped the school expand their research and save other animals.

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Emily Balser

Director of Media Strategy

Emily is a seasoned media strategy leader known for her command of data-driven insights and the nuanced dynamics of the retail marketplace. After beginning her career in the fast-paced world of tech startups, she transitioned into agency life and has since become deeply embedded in the ever-changing media landscape, developing high-precision plans, optimizing cross-channel investments, and helping clients achieve their business goals while expanding market share. Emily excels at distilling complex media ecosystems into clear, actionable strategies that drive measurable performance. When she’s not working, Emily enjoys time on her mini-farm, staying busy raising chickens along with a 1-year-old baby.