Man Bought a Super Bowl Ad Worth Millions to Thank Vet School That Saved His Dog’s Life

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An Illinois CEO received the devastating news that his beloved dog had cancer and only a 1 percent chance of survival. However, with the efforts of a veterinary school, the labrador has survived and beaten all odds. To show his gratitude to the veterinarians who treated him, the man took out a US$6 million Super Bowl ad.

It was in summer 2019 when David MacNeil, CEO of WeatherTech, found out that his 7-year-old golden retriever, Scout, had a tumor in his heart. The pet had collapsed at home. After the dog was rushed to the hospital, his prognosis was bleak—Scout had no more than a month to live, according to a statement from the University of Wisconsin - Madison.

For MacNeil, the news of Scout’s illness was devastating, as he had previously lost three dogs to cancer and didn’t want to lose Scout, who was not only a beloved pet but also WeatherTech’s unofficial mascot. After gathering some information and a recommendation by a local veterinarian, the family took him to UW Veterinary Care. Experts helped stabilize Scout’s condition and devised a “cutting-edge treatment plan” for him.

In mid-July 2019, Scout started to receive chemotherapy, which was followed by radiotherapy at the UW Veterinary Care. Remarkably, Scout’s tumor shrank by 78 percent within a month, and several months later, more than 90 percent of it was gone. David Vail, the oncologist who treated him, described the pooch as “kinda the perfect patient,” thanks to his tolerance to the different therapies, “and we’ve been able to maintain his quality of life at a very high level,” Vail added.

Grateful with the incredible results that saved his dog’s life, MacNeil decided to show gratitude in a unique way. He took out a 30-second Super Bowl Ad promoting the cutting-edge technology of the University of Wisconsin School of Veterinary Medicine and asking people to donate to them for further research.

MacNeil said: “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. This research will help advance cancer treatments for humans as well, so there’s the potential to save millions of lives of all species.”

The 30-second ad, titled “Lucky Dog: 2020,” shows Scout playing on the beach before walking alongside the experts who helped save his life. The Super Bowl ad was featured on Feb. 2, 2020.

For Mark Markel, Dean of the School of Veterinary Medicine, MacNeil’s gesture represents an opportunity that can affect the outcome of cancer treatments not only in pets but also in humans. He said: “So much of what’s known globally today about how best to diagnose and treat devastating diseases such as cancer originated in veterinary medicine.”

“We’re thrilled to share with Super Bowl viewers how our profession benefits beloved animals like Scout and helps people, too,” he further added.

According to Vail, the funds raised from the ad will be used to purchase new equipment and continue the school’s research into better treating cancer. “100 percent of the gifts to the ‘Pets Make a Difference Fund’ will be used to support cancer research and animal health at the School of Veterinary Medicine,” he explained, as per Bored Panda.

As for Scout, he is still undergoing treatment, but his prognosis is significantly improved. “Scout’s family and his veterinary team are working diligently with advanced therapies, many developed right here at the University of Wisconsin, to maintain his excellent quality of life and turn back his aggressive cancer,” Vail added.

At the end of February 2020, a post update from Scout’s Instagram account read: “I had my second round of immunotherapy this week. I go to The University of Wisconsin Madison Veterinary School of Medicine every other Wednesday. We hope it’s fighting to kill the cancer in my lungs.”