Why a Small Company Like WeatherTech Keeps Coming Back to the Super Bowl

Automotive floor-mat maker rolls out its 2016 spot

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Everyone's favorite big-spending automotive floor-mat manufacturer, WeatherTech, is back for its third straight Super Bowl—and will run the 30-second spot below in the first half of the game, after throwing down a challenge to two different directors.

The Bolingbrook, Ill.-based company and its agency, Pinnacle Advertising, approached Sean Thonson of Supply & Demand and Paul Dektor of The Joinery and asked them for treatments of an idea that extended WeatherTech's vision and philosophy. The company liked both treatments so much that it not only produced both spots—it had each director shoot versions of both spots, resulting in four spots total.

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