In its 12th year of Super Bowl advertising, WeatherTech introduced a fresh comedic twist by featuring a group of elderly women on a joyride, promoting their product in a fun, stylish manner. Created by Pinnacle Advertising, the ad has garnered mixed reviews from industry experts, highlighting a shift from the traditional functional messaging to an emotional narrative. Critics pointed out that while the casting choice is unexpected and engaging, it strays too far from WeatherTech's established image, potentially confusing viewers about the brand's core offerings and utility.
I liked that it leaned into the music video aesthetic. The casting is unexpected, which adds a layer of emotional appeal, breaking the mold of typical WeatherTech ads.
While embracing rebellion through the unexpected casting of elderly women, the ad feels far removed from WeatherTech's core functional messaging, creating a jarring disconnect.
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