WeatherTech Scout

  • YEAR 2019
  • Parent company MacNeil Automotive Parts Ltd.
  • AGENCY Pinnacle Advertising
  • CATEGORYTechnology
  • REGION North America
  • COUNTRY United States
  • MEDIUM TV Short
  • LENGTH 45s

Our Opinion

Yes, that’s right, the third best Super Bowl ad was for a pet feeding bowl. Manufacturer WeatherTech’s masterstroke was to spotlight its founder’s dog, Scout, who turns out to be an advertising natural putting most of the night’s expensive celebrities in the shade. Keeping the focus on the dog turns a standard product-claims ad into a 5-Star winner, with the key moment being when he puts his paw on a biometric scanner. Hearts melt, and the stars are in the bag.