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

Small is beautiful in Nissei's newest press

November 21, 2014 2:14 pm ET

Responding to customer demand for flexibility, Japanese plastics-equipment manufacturer Nissei Plastic Industrial Co. Ltd. is demoing a caster-...    More

Image

Three advancements have driven injection molding technology

November 21, 2014 6:00 am ET

Injection molding technology has made major advances in the last 25 years, from largely a world of shoot-and-ship to doing as much as possible at the ...    More

Image

Netstal, Electra Form team up for PET preform partnership

November 20, 2014 3:15 pm ET

The Netstal division of Krauss-Maffei Corp. is teaming up with Electra Form Industries in a partnership to offer PET preform machines and molds as a...    More

Image

High pressure RTM systems moving from Europe to Mexico

November 20, 2014 4:24 pm ET

Engel Holding GmbH's subsidiary in Mexico says it has sold the first high pressure resin transfer machine system (HP-RTM) in the Americas to a...    More

Image

Thomson Plastics opens N.C. plant

November 20, 2014 3:12 pm ET

Custom injection molder Thomson Plastics Inc. has opened a new manufacturing facility in Lexington, N.C.    More

Market Reports

Plastics in Brazil - State of the Industry Report

This in-depth report examines the Brazilian plastics industry from a historical and geographical context. Our analysts provide insight on economic trends and forecasts, growing manufacturing sectors that utilize plastics, private investment opportunities, market environment challenges, and innovations in R&D.

Data tables and charts on producer prices, trade, plastics production and end market indicators is also included.

Learn more

Plastics Recycling Trends in North America

This report is a review and analysis of the North American Plastics Recycling Industry, including key trends and statistics based on 2013 performance. We examine market environment factors, regulatory issues, industry challenges, key drivers and emerging trends in post-consumer and post-industrial recycling.

Learn more

Injection Molders Market Report & Ranking 2014

This special package contains our 132-page 2014 Market Report on the Injection Molding segment and our exclusive 2014 RANKINGS database of 500+ Injection Molders for a discounted package price.

Learn more

Upcoming Plastics News Events

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

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

June 2, 2015 - June 3, 2015Plastics Financial Summit - Chicago 2015

September 16, 2015 - September 18, 2015Plastics Caps & Closures - September 2015

October 27, 2015 - October 29, 2015Plastics Financial Summit - New York - 2015

More Events