Vroom, the used-car shopping site that allows consumers to buy vehicles without stepping foot into dealerships, is making its first Super Bowl appearance.
The spot goes the dramatic route to depict how tedious the dealership experience can be.
Vroom’s entrance marks the first national Super Bowl ad for a used-car company since 2014, when CarMax ran a spot, according to Ad Age, an affiliate of Automotive News.
“We have seen a pattern of many such a first-time advertisers in the Super Bowl and e-commerce-related advertisers, so it’s picking up that notion about [how] the world is now much more digitally focused,” Satya Menon, managing partner for the ROI practice at Kantar, told Automotive News. “These are the people who are jumping in and taking the spaces that some of the traditional advertisers vacated.”
The commercial is a floater, which means the time it airs will be depend on pauses in game play, according to Ad Age.
