2021 Vroom – Dealership Pain

The Vroom Super Bowl ad in 2021, titled “Dealership Pain“, was the company’s debut in the Big Game and aimed to highlight the stressful and unpleasant experience of traditional car buying compared to Vroom’s online, contact-free delivery service. 

The commercial opens with a man being subjected to pressure tactics by a car salesman in what resembles a torture chamber in a dealership setting. The salesman approaches the man, who is strapped to a chair, with jumper cables, threatening to use them if he doesn’t agree to buy a car. The man pleads to be able to go home and discuss the purchase with his wife. However, just as the salesman sparks the cables, the scene abruptly shifts to the man relaxing in his front yard with his wife, watching a new car being delivered to their home by Vroom. He remarks, “Well, that was painless”.

The ad emphasizes the benefits of buying a car through Vroom, promising a “never go to a dealership again” experience and highlighting the ease and convenience of contact-free home delivery.

The 30-second spot was created by the agency Anomaly and aired during Super Bowl LV, according to Ad Age. It was one of over two dozen brands that made their first appearance in the Super Bowl in 2021.

The ad was particularly relevant during the COVID-19 pandemic, as consumers increasingly sought contact-free options for purchases, according to Auto Finance News. It was part of a larger advertising campaign by Vroom that also included spots like “Dealership Deceit”. The ad’s goal was to increase awareness and business for Vroom, which had gone public the previous year.

The ad was seen as a bold and memorable debut, effectively showcasing Vroom’s value proposition by exaggerating the negative aspects of traditional car buying. However, the tone was described by some as “jarring and traumatizing”. While praised for its creativity, the ad also received criticism from franchised car retailers who felt it promoted outdated stereotypes about dealerships, especially as the industry was already moving towards more digital transactions.