Online used-vehicle retailer Vroom will return to the Super Bowl this year with an ad that highlights the company's ability to buy cars from consumers — and signals its thirst for inventory.
The ad, called "Flake the Musical," depicts a consumer ready to sell a vehicle through a peer-to-peer transaction only to have the buyer back out. The 30-second spot shows the woman dancing down a city street as she sings about finally finding a buyer for her vehicle before receiving a text message that the transaction is off.
"Never deal with flaky buyers again," a narrator says, as the scene flips to a Vroom-branded flatbed truck loading up the seller's vehicle.
As a shortage of microchips has constrained new-vehicle inventory and led to more demand and higher prices for used vehicles, auto retailers have pumped up their efforts to source inventory — including buying vehicles directly from consumers.