The car floor mats, car products and driving accessories manufacturer has built a campaign around its own employees and is using the Super Bowl as a platform to drive home the fact that its products are made in America (unlike the products in Trump’s own hotels apparently).
WeatherTech, which has a heritage of motor sports sponsorship in the USA, has bought a Super Bowl spot for the fourth consecutive game and once again it will feature its own employees.
It began teasing the spot in late January across its own digital platforms and social channels.
WeatherTech is suiting up for our 4th Super Bowl® commercial this Sunday. Watch the teaser at https://t.co/ebrQvgE0xu pic.twitter.com/mtYY0K0vAK
— WeatherTech (@WeatherTech) February 1, 2017
Mission: Vehicle Protection. #TechTeam #WeatherTech #SB51 pic.twitter.com/qa84P2pMKp
— WeatherTech (@WeatherTech) February 1, 2017
The full 30-second spot, called ‘Tech Team’, will debut during the Big Game’s first half.
It was shot at its factories (in Bolingbrook, Illinois) and the teaser press release says it shows the lengths WeatherTech employees go to provide customers with its products.
The commercial, developed by agency Pinnacle Advertising, will feature an action hero character jumping from a moving brand-owned WeatherTech van to a customer’s vehicle in order to put a WeatherTech FloorLiner in the car just in time to avert a catastrophe.
‘We are very fortunate to be in a time where there is a strong Made in America sentiment nationally and it’s moving more companies to manufacture products in the USA,’ states founder and CEO David MacNeil in the press statement.
‘We’ve built our company on this principle. This spot represents the agility of our company to deliver our American engineered and manufactured products to protect our customers’ vehicles.’
The campaign’s objective, as it has been for the previous Super Bowls, is not just to drive brand awareness and an understanding of product functionality, but to specifically increase in traffic to the company’s website, phone center and network of distributors.
The ‘Made-In-America’, worker-led message has also dominated its previous Big Game adds such as 2016’s,
2015s
and 2014s.
Activative Comment:
Another Super Bowl ad that sees the NFL’s 2017 showpiece turned into the #TrumpBowl.
Trump’s campaign was bullishly built around boosting domestic manufacturing and job creation – even if that means ripping up previously signed deals and installing controversial import tariffs.
‘It is the rage lately to talk about American jobs, but we have always been doing that, even before it was fashionable,’ adds WeatherTech CEO David MacNeil.
Links:
WeatherTech
https://twitter.com/WeatherTech
https://www.youtube.com/weathertech
https://www.facebook.com/WeatherTech
https://www.instagram.com/weathertech/
Pinnacle Advertising
http://www.pinnacle-advertising.com/
