CarMax Inc. takes advantage of the Super Bowl with local ads

For the first time, the Goochland County-based automobile retailer has bought ad time in the 48 media markets where it has stores.

The Super Bowl will draw about 100 million viewers, a good chunk of whom will be more interested in what Doritos has to say than in Peyton Manning’s pass rating.

The chain will have one commercial running during the game and one in the time slot right after the game ends. It also bought ad time in the hours before the game starts and for the late-night news broadcasts.

The company has four different commercials running.

Two of the ads include a monkey and a groundhog, but the chain wouldn’t release the ads nor provide details of them before the game.