WeatherTech's CEO David McNeal paid roughly $6 million to air an ad during Super Bowl LIV that features his dog Scout. The ad is not about WeatherTech at all but instead its all about how his golden retriever's life was saved thanks to the University of Wisconsin School of Veterinary Medicine. That school was able to get rid of a giant tumor on the dog's heart and remove the cancer that was close to killing him.
McNeal said he knows everyone already knows what his company WeatherTech is all about so instead of rehashing the same ideas over and over, for their 8th Super Bowl spot he decided his money would be better spent highlighting the great work that school did for his dog and what they are doing for cancer research and prevention in general.
The ad is called 'Lucky Dog'. I wasn't impressed with this ad at all when I first saw it. But now that I know the backstory its actually a really cool thing they did. $6 mil is an awesome amount to pay to say thank you.
I love stuff like this. Dogs are just the best.. Here is the full story if you haven't seen it yet.