For years now, football fans have seen MacNeil Automotive Products Ltd.'s WeatherTech brand advertise during the Super Bowl, the most watched sporting event in the United States.
And now the Bolingbrook, Ill.-based injection molder and thermoformer is using this massive advertising platform to promote not only its automotive accessories business but also its new PetComfort Feeding System.
Who doesn't like football? And pets? Right?
A 45-second advertisement, titled "Scout," will highlight the pet feeding system and is named after CEO David MacNeil's own dog. Scout also is featured in the advertisement.
MacNeil, the company said, was inspired to enter the pet business after having three dogs die of cancer.
"Through his research as a pet lover, he learned that there can be harmful toxins in pet bowls that can contribute to pet illness," the company said.
"Our development team spent two years researching and designing the PetComfort feeding system," MacNeil said in a statement. "The PetComfort Feeding System includes an antimicrobial mat, a BPA-Free stand and NSF-certified stainless-steel bowls that are designed to make it more natural for a pet to feed and drink.
"This new business segment is a departure from our automotive accessory line, but it falls right into our core operating philosophy of using American machines and tooling along with all raw materials sourced in the U.S.," he continued.
The new 45-second commercial features Scout, MacNeil and his daughter Devon and son Cooper. Actual WeatherTech employees also will be seen by millions.
The company has not released any specifics about what it will use to produce the plastic and steel products.