For its 12th consecutive Super Bowl appearance, WeatherTech is taking an unexpected and entertaining turn with its latest ad, Whatever Comes Your Way. Created by longtime agency partner Pinnacle Advertising, the 30-second spot ditches the brand’s traditionally patriotic messaging in favor of a high-energy, music video-inspired adventure featuring four fearless “Golden Girls” living life to the fullest.
Set to the classic rock hit Born to Be Wild by Steppenwolf. The ad follows a lively crew of seniors as they take a joyride in a 1963 Lincoln Continental—breakdancing, flirting, and flashing their Bingo winnings—all while their WeatherTech products keep their car protected. “Our American-made story is well-known,” said WeatherTech CEO David MacNeil. “This year, we saw an opportunity to stand out with an unexpected and highly entertaining spot.”
To bring this fresh vision to life, WeatherTech tapped Grammy Award-winning director Joseph Kahn, known for his work with Taylor Swift, Beyoncé, and Eminem. “We wanted the energy of a music video,” said Pinnacle CEO Michael Magnusson. “It was a fun, creative challenge to evolve the brand’s storytelling while staying true to its roots.”
With this bold new approach, WeatherTech proves that protecting your vehicle is more than just durability—embracing adventure at any age.
For more details on WeatherTech’s Super Bowl campaign, check out the full article on Adweek.
