Super Bowl

See WeatherTech's Sophomore Super Bowl Ad, Another Made in America Message (Plus the Boss's Dog)

Commercial Features Employees and CEO's Golden Retriever

By Published on .

Advertising Age Player

WeatherTech is returning to the Super Bowl, once again driving home the message that its auto floor mats are made in America.

In its 30-second commercial, "America at Work," WeatherTech features real employees and the Golden Retriever of WeatherTech CEO and founder David MacNeil. The spot was created in partnership with WeatherTech's agency of record, Pinnacle Advertising.

"We had a very positive result from our first Super Bowl commercial during last year's game," Mr. MacNeil said in a statement. "We witnessed an increase in phone and Internet traffic that helped continue our double digit sales growth as well as expand brand recognition. The Super Bowl ad buy has become a key component of our marketing strategy. It is a great opportunity to reach over 112 million viewers that are particularly focused on watching the commercials during the game."

"Although it does show a cute Golden Retriever we are taking a more retail approach this year. The ad cost over $4 million dollars and I have to sell product to pay for it -- pretty simple," Mr. MacNeil added.

This is the second Super Bowl spot for WeatherTech, which first began advertising in the big game last year. The commercial is scheduled to run in the first-half of Super Bowl XLIX, which will air on NBC on Feb. 1.

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