The Super Bowl LIV is the largest sports event in America and also attracts around 800 million people worldwide in front of the television screens. Advertising spots during the game are accordingly in demand and expensive. Every year, the big and well-known companies try to outbid each other in almost 30 seconds of commercials. But yesterday one spot stood out from the others in the final of the American Football League (NFL) between the San Francisco 49ers and the Kansas City Chiefs. The touching story of the terminally ill 7-year-old golden retriever named Scout. His diagnosis is explained in the 30-second spot, which is estimated to have cost between $5 and $6 million.
We are writing last July when Scout collapsed. He was diagnosed with a grim cancer, with only one percent chance of survival. The vets gave him only one month more to live. The tumor in his heart quickly shrunk the organ by over 90%. Its owner, David MacNeil, did not want to be satisfied with this diagnosis. He turned to the University of Wisconsin at Madison School of Veterinary Medicine, where he hoped for a miracle to the end. Thanks to a so-called cutting edge program, which was developed by the University of Wisconsin, Scout is now completely healthy and free of tumors. David MacNeil is the founder and CEO of WeatherTech. A company that produces various accessories for car interiors, including floor mats.
The spot, which tells the way from diagnosis to healing, was broadcast during the second quarter. David MacNeil did not do this out of self-interest, however, but rather to drive the research of diseases that have so far not been curable or hardly curable in pets. Instead of some product placement for his own company, there was a call for donations for further research by the University of Wisconsin Foundation at the end of the spot. All of the collected money is used for research purposes. Last year, Scout was already advertising for the WeatherTech company during the Superbowl LIII.
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