WeatherTech has unveiled an “unexpected and highly entertaining” Super Bowl commercial for this year’s Big Game.
Created in collaboration with the brand’s longtime agency partner, Pinnacle Advertising, and directed by Grammy-winning filmmaker and music video director Joseph Kahn, whose credits include Taylor Swift, Britney Spears, Snoop Dogg, Beyoncé, Post Malone, Janet Jackson, and Mariah Carey, the ad, titled “Whatever Comes Your Way,” follows four women, all 70 and older, as they embark on a joyride in a 1963 Lincoln Continental.
Decked out in oversized jewelry and listening to Steppenwolf’s “Born to Be Wild,” the ladies flirt with passing drivers, tag trucks with graffiti, and shock the younger generation with their antics.
Their adventure includes a brief stop at a bingo hall, where one lucky winner celebrates a little too enthusiastically, flashing the emcee. Along the way, spilled tea and crushed cookies create a mess, but the driver reassures everyone: she’s got WeatherTech. A glimpse of WeatherTech’s durable, high-performance products follows, reinforcing their reliability. Their journey also takes an unexpected detour to a police station.
The commercial closes with the voiceover delivering the tagline: “For whatever comes your way, there’s WeatherTech.”