Scotts Miracle-Gro is "embracing the increased interest in lawn care with plans to air its first Super Bowl commercial," according to Jeanine Poggi of AD AGE. The 30-second spot created with agency VaynerMedia, N.Y., will "reflect on what the outdoors means for people during the pandemic, from grilling, to a space to work out, an area to work remotely or for kids to do virtual schooling." The campaign will "include a call to action," with a chance for 42 people to "win their dream lawn and garden." The ad will "air in the second quarter" and also "feature some celebrity cameos" (ADAGE.com, 1/13).
YOU CAN DRIVE MY CAR: Poggi in a separate piece noted Vroom, an online auto retailer, "will make its Super Bowl debut" this year with a 30-second commercial, created by agency of record Anomaly, N.Y., that "dramatizes the painful process of car shopping." Vroom "promises you’ll never have to go to a dealership again and that, amid COVID-19 safety concerns, a car will be delivered contact-free." The commercial "is a floater," meaning when it will air in the Super Bowl is "dependent on pauses in game play." This will be the "first national Super Bowl ad for a used car company" since '14 (ADAGE.com, 1/12).
