Honestly, if you were watching the big game between the Eagles and the Chiefs, you probably expected the usual. Explosions. A-list actors getting paid millions to eat a snack. Maybe a talking baby. But then the WeatherTech commercial Super Bowl 2025 hit the screen, and suddenly we’re watching a group of grandmas—self-proclaimed "cougars"—acting like they’re in a Fast & Furious spinoff.
It was a weird, high-energy pivot for a brand that basically spent the last decade telling us about laser-measured floor mats and the importance of American steel.
The "Born to Be Wild" Pivot
For 12 years, WeatherTech CEO David MacNeil has used the Super Bowl to beat one drum: Made in America. It worked. We all know they make their stuff in Bolingbrook, Illinois. But for the 2025 spot, titled "Whatever Comes Your Way," they decided to stop being the "serious" brand for thirty seconds.
They hired Joseph Kahn to direct it. If that name sounds familiar, it’s because he’s the guy behind Taylor Swift’s "Bad Blood" and some of the most iconic music videos of the last twenty years. You could feel that energy immediately. Instead of shots of a factory floor, we got four women over 70 in a 1963 Lincoln Continental convertible. They’re blasting Steppenwolf’s "Born to Be Wild." They’re tagging trucks with graffiti. They’re winking at bikers.
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It was a total role reversal. Usually, ads treat seniors like they’re fragile or confused by technology. WeatherTech turned them into hellraisers.
Why This Strategy Actually Worked (and Didn't Just Annoy People)
A lot of brands try to be "cool" and fail miserably. They end up in the "cringe" category. But WeatherTech actually landed in the top three of System1’s favorite ads from the 2025 Super Bowl, right up there with the NFL and Lay’s.
Why? Because it was fun. It didn't take itself too seriously.
- The Humor: There’s a tiny disclaimer at the bottom that says "Professional stunt granny driving on a closed course." It’s a small detail, but it’s the kind of thing that makes people chuckle while they’re reaching for more wings.
- The Mess: They didn't forget the product. At one point, the ladies are celebrating a Bingo win so hard they’re dropping tea and cookies everywhere. The floor mats catch the mess. It’s a classic "show, don't tell" moment.
- The Music: Using the original 1968 Steppenwolf track was a smart move. It’s a song about road-cruising culture that resonates with basically every generation.
Pinnacle Advertising, the agency that’s been with WeatherTech since 2009, basically said they’d already hammered the "American-made" message into our brains. People get it. Now, they want you to know that these products let you live a little. If you want to go on a wild road trip and spill a latte, you can.
The Business of Being Bold
MacNeil has turned WeatherTech into a powerhouse. We’re talking revenues in the high nine figures. He started out selling car mats from his house and now owns a sprawling 15-building campus outside Chicago.
That kind of success gives you the freedom to take risks. Spending $7 million to $8 million for a 30-second slot is a massive gamble, but when you’ve got "Super Bowl Equity," people look forward to your ads. You aren't just a floor mat company anymore; you’re a staple of the event.
Interestingly, they didn't just stop at the TV spot. The "Wild Grannies"—Betty, Dottie, Robin, and Dee—became the faces of the brand’s social media for weeks. It’s a total shift from the stoic, patriotic tone of their 2023 "We All Win" campaign.
What Most People Get Wrong About WeatherTech
A common misconception is that WeatherTech only cares about cars. If you look closely at their recent history, they’re pushing hard into pet accessories and home goods. They even did a famous spot a few years back about "Scout," the CEO’s Golden Retriever, to raise money for cancer research.
This 2025 ad was another way of saying, "We protect everything you care about, regardless of how messy your life gets."
It’s also worth noting that they are one of the few brands that actually sources everything domestically. They make their own tools. They manufacture their own plastic. Most companies claim "Assembled in USA" while shipping in parts from overseas. MacNeil is pretty stubborn about the fact that they don't do that.
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Actionable Takeaways for Small Brands
You don't need a Super Bowl budget to learn something from this.
- Consistency is King: WeatherTech didn't become a household name overnight. They’ve been on the air every single week since 2009. If you’re going to market, be prepared for the long haul.
- Break Your Own Mold: If people think you’re boring, lean into it—then surprise them. WeatherTech knew they had a "dependable but dull" reputation, so they used the biggest stage in the world to act a little crazy.
- Know Your Hook: Whether it's "Born to Be Wild" or a 1963 Lincoln, find a visual or audio cue that sticks.
If you missed the commercial during the live broadcast, it’s worth a watch on YouTube just to see the "mugshot" ending. It’s probably the most personality we’ve seen from a manufacturing brand in a long time.
Moving forward, keep an eye on how they integrate these characters into their product launches for 2026. The shift from "factory pride" to "lifestyle freedom" seems like a permanent change in their playbook. To see the full impact, check out the behind-the-scenes footage often released by Pinnacle Advertising to see how Kahn managed those "stunt grannies."