Apparently there's a football game on Sunday. And at this year's Super Bowl, MacNeil Automotive Products Ltd.' WeatherTech brand will show up during one of the game's many high profile commercials.
But not really.
WeatherTech is only mentioned in passing. Instead the focus is on CEO David MacNeil's fluffy Golden Retriever, Scout, and on the University of Wisconsin School of Veterinary Medicine, which saved Scout's life when the 6-year-old developed a cancerous tumor.
MacNeil had been planning an ad focusing on WeatherTech's "Made in the U.S." credentials — similar to past Super Bowl ads — when Scout collapsed. Suddenly the focus changed.
"I think people have seen enough of that," MacNeil said, referring to WeatherTech's long history of promoting how its products are made in the U.S. and how it helps employ workers here. "So I thought, let's invest our energy to really do something to help animals, which also helps people."