Online used-car retailer Vroom (NASDAQ:VRM) will advertise during the Super Bowl for a second consecutive year, with the help of pop singer and dance choreographer Mandy Moore.
The 30-second spot called "Flake" continues Vroom’s theme from last year about "flipping" car buying and selling on its head — but in an upbeat and livelier way.
The ad features a Broadway musical-style song and dance routine choreographed by Moore about the ease of selling a vehicle online to Vroom. That compares to Vroom’s first-ever Super Bowl ad last year that focused on the pressure of purchasing a vehicle through a traditional car dealer, almost to the point of torture.
Vroom Chief Marketing Officer Peter Scherr’s said last year’s ad was "well received" and provided a significant boost in awareness for the company, but executives opted for the lighthearted approach this year.
In the new ad, a celebration breaks out in the streets after a woman believes she is about to sell her car, until the buyer backs out. That’s when the screen turns upside down – a common theme in Vroom’s advertising – to the seller’s car being picked up by Vroom. A voiceover then discusses never having to "deal with flaky buyers again."
The mission of the ad also changed this year to advertise Vroom’s vehicle-buying service instead of its selling side.
The Super Bowl is set for Sunday night, February 13.
VRM shares ended Wednesday trading at $7.48.
