We all love a good underdog story—especially one about a company that climbs to the pinnacle of success. Enter WeatherTech.

The Bolingbrook, Illinois-based company has built its brand through an ongoing investment in the nation’s biggest advertising stage: the Super Bowl. In partnership with its Chicago agency, Pinnacle Advertising, WeatherTech returns for its 12th consecutive year with a fresh, creative approach.

In past Super Bowl campaigns, the company has highlighted its American-made legacy, precision engineering, and commitment to quality. This year, however, the brand is taking a more playful turn. The new ad features four spirited women—each over 70—cruising in a classic convertible, joyriding to Steppenwolf’s 1969 rock anthem Born to Be Wild. While the spot delivers high-energy entertainment, it also subtly reinforces the benefits of WeatherTech’s meticulously crafted products.

WeatherTech is an American brand through and through. The company fabricates its own tools, manufactures its own plastic, and sources nothing from outside the United States. Its sprawling campus outside of Chicago houses 15 buildings dedicated to manufacturing, warehousing, shipping, toolmaking, and marketing.

The company’s founder and CEO, David MacNeil, has made it his mission to revive American manufacturing. Starting as a car mat salesman, he has transformed WeatherTech into a powerhouse with revenues in the high nine figures. The brand, once one of the smallest Super Bowl advertisers, is now a household name, expanding beyond floor mats to products like cup holders (last year’s bestseller), car shades, and even pet accessories.

Directed by Grammy-winning film and music video director Joseph Kahn—known for his work with Taylor Swift, Beyoncé, Eminem, and more—the spot delivers a fresh and dynamic look for the brand.

“We purposefully brought on Joseph Kahn to give this year’s ad the energy and entertainment value to make a bold splash,” said Michael Magnusson, founder and CEO of Pinnacle Advertising. “The audience knows WeatherTech for its American-made messaging, so the chance to build on that heritage with a new approach was a fun creative challenge.”

The commercial will air during the second quarter, bringing an adventurous, high-energy feel to advertising’s biggest night.

“Our American-made story is well known to consumers through our 12-year history of Super Bowl advertising, which has helped build brand recognition nationwide,” MacNeil said. “This year, we saw an opportunity to stand out with an unexpected and highly entertaining spot.”

So buckle up and hold onto your drinks—or don’t, if you’ve got WeatherTech.

For more Stories From The 78, follow @tombarnas78 on Instagram and @storiesfromthe78 on TikTok.