Buckle up because WeatherTech wants to rock out to close out the football season.
The maker of American-made products that protect vehicles and homes is advertising in the Super Bowl for the 12th time in a row, and this time they’re putting four “cougars” in their 70s front and center in a music-inspired ad set to Steppenwolf’s 1969 hit rock ballad “Born to Be Wild.”
In the 30-second spot titled “Whatever Comes Your Way” created by longtime agency partner Pinnacle Advertising, the quartet of Golden Girls go for a joy ride in a classic 1963 Lincoln Continental convertible as they break dance, flirt, and flash their Bingo winnings, while being protected by WeatherTech products all while living their best lives.
“Our American-made story is well-known to the U.S. consumer through our 12-year history of advertising on the Super Bowl and has helped us build brand recognition throughout the country,” David MacNeil, CEO of WeatherTech, said in a statement. “This year we saw an opportunity to stand out on advertising’s biggest stage with an unexpected and highly entertaining spot.”
The commercial was directed by Grammy Award-winning film and music video director Joseph Kahn, known for his music videos with artists like Taylor Swift, Britney Spears, Eminem, Snoop Dogg, Beyonce, Post Malone, Janet Jackson, Mariah Carey, and more.
“We purposefully brought on music video director Joseph Kahn to give this year’s ad the energy and entertainment value to make a bold splash,” Michael Magnusson, Founder and CEO of Pinnacle Advertising, said in a statement. “The audience knows the WeatherTech brand for its American-made messaging, so the chance to build on that heritage with a new approach was a fun creative challenge.”
