He took Scout, who serves as his company's unofficial mascot, to the University of Wisconsin School of Veterinary Medicine.
"Hi, I'm Scout and I'm a lucky dog", this year's ad begins, featuring "voiceover" from the adorable canine.
"We wanted to use the biggest stage possible to highlight Scout's story and these incredible breakthroughs, which are not just limited to helping dogs and pets", MacNeil said. However, plans for this year's commercial were put on hold after Scout collapsed and was diagnosed with an aggressive from of cancer called hemangiosarcoma.
In July 2019, veterinarians found a tumor on his heart, and MacNeil was told that Scout had one month to live.
Thanks to the University of Wisconsin-Madison, Scout immediately underwent chemotherapy and radiation, and his future started to a bit brighter.
The ad is scheduled to air during the second quarter of the Super Bowl on February 2. The tumor decreased in size over several months and today, it has all but disappeared, the school said.
"Scout's illness devastated us", MacNeil told the school.
David MacNeil, the CEO of auto accessory company WeatherTech, bought a Super Bowl ad for the University of Wisconsin School of Veterinary Medicine that's set to air in the second quarter of Sunday's game.
MacNeil was so grateful that he chose to take out a 30 second Super Bowl ad to showcase the work of the veterinary school and its cancer research efforts.
This weekend, the CEO will ask Super Bowl viewers to help the researchers who gave Scout a second chance. "This research will help advance cancer treatments for humans as well, so there's the potential to save millions of lives of all species", he added.
All donations will be used to support research and purchase specialized equipment that will help clinicians better diagnose, treat and prevent cancers, the university said.