Car mat maker WeatherTech is returning for its sixth consecutive Super Bowl.
The company is set to run one 45-second ad in Super Bowl LIII and will once again work with agency-of-record, Pinnacle Advertising. The creative is undisclosed, but it's expected to once again lean into its "Made in America" messaging.
WeatherTech's patriotic motto has been a staple in the Super Bowl for the past five years. Now it returns at a time when politics have more polarizing than in recent history.
Last year, WeatherTech used the big game to emphasize its commitment to manufacturing in America with a spot that showed construction workers erecting a wall (which some viewers interpreted as a reference to the wall Donald Trump had made the cornerstone of his presidential run) that would later be part of a new WeatherTech facility. At the end it read: "At WeatherTech we built our new factory right here in America. Isn't that the way it's supposed to be?"
This makes WeatherTech the first brand to confirm it will appear in the game.