For over a decade, WeatherTech’s Super Bowl commercials have delivered one clear message: Made in America. But this year, the brand is taking a new, more adventurous route—one that involves four fearless grannies, a classic rock anthem, and a whole lot of fun.
After sitting out last year’s game, WeatherTech is back with a lighthearted 30-second ad featuring four seniors embracing their wild side in a 1963 Lincoln Continental, all while their trusty WeatherTech mats keep their car protected. Set to Steppenwolf’s “Born to Be Wild,” the commercial showcases the grannies breakdancing, speeding, and even flashing a bingo host in a bold departure from the brand’s typical messaging.
The shift in strategy comes as WeatherTech and its longtime agency partner, Pinnacle Advertising, look to expand the brand’s appeal beyond its loyal base. “We’ve pounded the ‘Made in America’ message for years—people know it,” said Jac Mansour, Pinnacle’s Chief Creative Officer. “Now, we’re showing how WeatherTech helps you live worry-free and enjoy the ride.”
To achieve this fresh cinematic style, the brand enlisted Grammy Award-winning music video director Joseph Kahn, known for working with artists like Taylor Swift and Snoop Dogg. By treating the spot like a music video rather than a traditional commercial, WeatherTech aims to capture viewers’ attention in an exciting new way.
This fun-loving crew—affectionately named Betty, Dottie, Robin, and Dee—will continue their antics across WeatherTech’s digital and social channels post-game, reinforcing the brand’s message in an engaging way.
As Pinnacle CEO Michael Magnusson noted, keeping a brand fresh is key to long-term success. “It’s important to step outside your comfort zone,” he said. And with this year’s Super Bowl ad, WeatherTech is proving it’s ready to do just that.
For a deeper dive into WeatherTech’s bold new Super Bowl strategy, check out the full article on Ad Age.
