Molder WeatherTech will make a national pitch at this year's Super Bowl

Shareen Pathak
ADVERTISING AGE

Published: January 30, 2014 10:10 am ET
Updated: January 30, 2014 10:21 am ET

Image By: Crain's Chicago Business photos by Stephen J. Serio Dave MacNeil says his company's products, like floor mats, are proudly made in America.

Related to this story

Topics Automotive, Injection Molding, Thermoforming, Automotive parts, Injection molds, Thermoforming molds

Among the beer, car and cereal ads during this year's Super Bowl, you're also going to see a spot for ... a floor mat.

The product won't be a centerpiece of the ad.

Automotive floor mat manufacturer MacNeil Automotive Products Ltd. of Bolingbrook, Ill. -- which makes and sells products under the WeatherTech brand -- has bought 30 seconds of time for a national commercial on Fox during the Super Bowl on Feb. 2.

The ad, a new spot called "You Can't Do That," is scheduled to run in the second quarter of the game and is being handled by Schaumburg, Ill.-based Pinnacle Advertising and Marketing, according to the company.

WeatherTech has been thinking about buying ad time during the game for the past three years, CEO and founder David MacNeil said in a statement. "With our confidence in the improving economy and the reach of over 111 million viewers that the Super Bowl coverage provides, we thought it was the right time to make the investment," he said.

WeatherTech has its own tooling, injection molding and thermoforming based in the Chicago suburbs, and has prominently featured its plastics production in print advertising in the past.

Michael Magnusson, president and CEO of Pinnacle, told Advertising Age, a sister publication of Plastics News, that WeatherTech hired the agency four years ago, with the objective of helping them build the business to the point where it "made marketing sense" to advertise in the Super Bowl.

The focus of the ad is not on WeatherTech products, but the brand and its founder's belief in the importance of manufacturing in the United States, according to Magnusson. It will underscore the importance of manufacturing domestically, despite difficulties, and will showcase "the challenges a business would face when trying to manufacture here in America," said Magnusson.

Considering that auto brands have long maintained a big presence in the Super Bowl, it might not be a bad idea for an auto accessories company to make its mark. Audi, Chevrolet, Hyundai, Jaguar, Toyota, Volkswagen and Kia are all set to make appearances in Super Bowl ads this year.
 
The ad is scheduled to air during the second quarter of the game.


Comments

Molder WeatherTech will make a national pitch at this year's Super Bowl

Shareen Pathak
ADVERTISING AGE

Published: January 30, 2014 10:10 am ET
Updated: January 30, 2014 10:21 am ET

Post Your Comments


Back to story


More stories

Image

Ohio molder sold to private equity firm

August 19, 2014 5:23 pm ET

Private equity firm TVV Capital of Nashville has acquired injection molder Design Molded Plastics Inc. for an undisclosed price.    More

Image

Germany's Bolta building $50 million plating plant in Alabama

August 19, 2014 2:21 pm ET

A German company is setting up a plastics chrome plating plant in Tuscaloosa, Ala.    More

Image

Report: Graham looking to sell Infiltrator

August 19, 2014 11:32 am ET

Private equity group Graham Partners Inc. reportedly is ready to sell septic tank maker Infiltrator Systems Inc. after holding the Old Saybrook, Conn....    More

Image

RTP expands very long fiber thermoplastic production to Mexico

August 19, 2014 9:47 am ET

RTP Co. has introduced very long fiber reinforced compounds at its Monterrey, Mexico, facility.    More

Image

Chrysler purchasing chief faces tall order

August 18, 2014 1:21 pm ET

So much for Tom Finelli's honeymoon phase as Chrysler Group's new purchasing chief for North America.    More

Market Reports

Thermoformed Packaging 2014 Market Review & Outlook North America

This in-depth report analyzes economic and market trends, legislative/regulatory activity impacting supply and demand, business opportunities and threats, materials pricing, manufacturing technology, as well as growth strategies being implemented by thermoformed packaging companies.

Learn more

Pipe, Profile & Tubing Extrusion in North America 2014

U.S. demand for extruded plastics is expected to grow by 3 percent in 2014, with PVC remaining the largest segment.

Plastic pipe will post the strongest gains through 2018, continuing to take market share from competing materials in a range of markets.

Our latest market report provides in-depth analysis of current trends and their financial impact on the pipe, profile and tubing extrusion industry in North America.

Learn more

2014 Injection Molding Industry Report

GROWTH, OPPORTUNITY IN SIGHT FOR INJECTION MOLDERS IN 2014

In the wake of the economic turbulence earlier in this decade, molders today find themselves in much better shape. Molders are gaining a competitive advantage by investing in people, equipment and seeking inroads into new markets on a global scale.

Growth in the injection molding industry is going to be driven by low financing costs and a continued move to reshore some business.

Learn more

Upcoming Plastics News Events

September 10, 2014 - September 12, 2014Plastics Caps & Closures 2014

January 14, 2015 - January 14, 2015Plastics in Automotive

February 4, 2015 - February 6, 2015Plastics News Executive Forum 2015

More Events