The best commercial in Super Bowl LII was not about food, candy, beer or detergent; instead, it highlighted what makes America great.
The 30-second ad came from from Illinois-based auto accessory company WeatherTech, and it promoted an “America first” attitude.
The commercial showed last year’s construction of a new plant being built via a time-lapse video. At the end of the video, a message said: “At WeatherTech, we built our new factory right here in America. Isn’t that the way it’s supposed to be?”
Many Americans would answer that question with a resounding “yes.”
Founder and CEO of WeatherTech David MacNeil has been running an ad every year since 2014, and doing so makes financial sense.
“Running Super Bowl ads is great branding for us. It’s the largest audience in America for a TV program. And it’s the only event where the TV commercials get so much visibility,” he said in an interview with Inc.com.
Promoting American manufacturing is something MacNeil believes in.
“For every manufacturing job that’s created[,] five support jobs get created. Building a factory creates a bigger economic footprint. That’s the most important message you could possibly share with an audience: Building a factory in America. Isn’t that the way it’s supposed to be?” he said.
“We build, buy and hire American. To me, that’s just the right thing to do.”
In an interview with Brandchannel, MacNeil said he decided to go with the “made in America” theme because “being a patriot will never go out of fashion.”
MacNeil said that while selling his products is his objective, there is another goal that is part of a bigger picture.
“Certainly we want to sell our automotive accessories, but from a patriotic standpoint, we want to get people to think about supporting American manufacturers by buying American goods,” he said.
What an awesome point of view, and it is one that is working for MacNeil, whose company makes millions of dollars in sales.
Here’s the commercial, in case you missed it:
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