Vroom returns to Super Bowl, this time taking on private-party sites
In 2020, the Kansas City Chiefs took on the upstart and defense-minded San Francisco 49ers in the first Super Bowl appearance for their star quarterback Patrick Mahomes.
In their return trip to the Big Game last year, the Chiefs faced an opponent of a wholly different sort: Tom Brady and the veteran-laden Tampa Bay Buccaneers, brimming with offensive firepower.
The team at Vroom may be able to relate to such divergent tasks.
In the online used-car retailer’s first trip to the Super Bowl (advertising, that is), the company took on car dealers, suggesting that Vroom can offer a better used-car buying experience for consumers.
In its upcoming return spot next month, Vroom will turn its attention to the consumer experience of selling used cars, this time poking fun at peer-to-peer sites.
Through a Broadway-themed spot titled “Flake the Musical,” the company will share how “selling your vehicle can now be just as easy with Vroom as buying one,” it said in a news release.
The 30-second spot, which will air during the fourth quarter of Super Bowl LVI on Feb. 13, is designed to show the “rollercoaster of emotions” involved in selling a vehicle on a peer-to-peer site, specifically when the would-be buyer backs out of the deal.
“Now is a terrific time to sell a vehicle with used-car pricing at all-time highs. However, the process can be overwhelming and unnecessarily complicated,” Vroom chief marketing officer Peter Scherr said in a news release.
“At Vroom, we make selling your car as easy as possible. Being a part of the Super Bowl allows us to invite tens of millions of consumers to visit Vroom.com and get an instant price on their car,” he said. “When someone is ready to sell, we pick up the car and the consumer gets paid … all from home. No more meeting strangers, endless negotiating, or being flaked on. What could be better?”
Appropriately enough, the spot that will air during the Super Bowl — which is being held in the Los Angeles area — was choreographed by Mandy Moore, who was the choreographer for “La La Land,” a musical-themed movie that prominently featured the City of Angels.