In WeatherTech’s latest Super Bowl teaser, four fearless women over 70 take to the open road in a classic 1963 Lincoln Continental convertible, proving that adventure knows no age limits. The high-energy spot, created by longtime agency partner Pinnacle Advertising, celebrates boldness, freedom, and fun while set to Steppenwolf’s roaring anthem Born to Be Wild.
WeatherTech CEO David MacNeil emphasized the brand’s Super Bowl history, stating that this year’s campaign takes an unexpected but highly entertaining turn.
“Our American-made story is well-known to the US consumer through our 12-year history of advertising on the Super Bowl,” according to MacNeil. “This year, we saw an opportunity to stand out on advertising’s biggest stage with an unexpected and highly entertaining spot.”
An Unexpected Ride on Advertising’s Biggest Stage
Bringing inKahn to direct was a deliberate move to inject music-video-level energy into the spot, according to Pinnacle Advertising CEO Michael Magnusson.
“We purposefully brought on Joseph Kahn to give this year’s ad the energy and entertainment value to make a bold splash,” said Magnusson. “The audience knows the WeatherTech brand for its American-made messaging, so the chance to build on that heritage with a new approach was a fun creative challenge.”
WeatherTech has a history of Super Bowl commercials, often emphasizing its commitment to American manufacturing and product quality. Notable past ads include the 2023 “We All Win” spot, which celebrated the company’s success in defying skeptics of U.S.-based manufacturing and the 2020 “Lucky Dog” commercial featuring Scout, the company’s golden retriever mascot.
However, the latest teaser not only showcases WeatherTech’s products but also delivers an entertaining narrative that resonates across generations. By blending nostalgia with a modern, adventurous spirit, WeatherTech has crafted a Super Bowl spot that stands out as its most engaging and memorable to date.
