Pandemic wins result in first-time Tremendous Bowl adverts for manufacturers
The 2021 Super Bowl will be unique thanks to the ongoing pandemic that will change almost everything about how the game is played on-site.
And it turns out the pandemic is having an impact on the big game broadcast too. Several brands that have done well financially over the past year have chosen to advertise for the first time during the Super Bowl. These brands include online car store Vroom, lawn products provider Scotts Miracle-Gro, and freelance store Fiverr.
Vroom is the first brand to unveil its 2021 big game commercial, Dealership Pain, a humorous portrayal of the pain of buying a car at a dealership where a man is tortured by a car salesman before the screen becomes a scene on his changes lawn where he sees the car he ordered on Vroom. The 30-second spot will be broadcast for a period to be determined during the game, as the game progresses. It is created by the Agency of Record Anomaly.
Scotts Miracle-Gro will take a 30-second seat in the game's second quarter, costing $ 5.5 million, while Fiverr will have its own 30-second seat in the third quarter. Fiverr's spot is part of his larger, pre-existing "It Starts Here" campaign that debuted in September. Scotts Miracle-Gro's campaign, creatively designed by VaynerMedia (the agency behind three Super Bowl commercials in 2020, including the infamous death of Mr. Peanut), will generate a "collective call" for the "Keep Growing" category .
Ads have peaked for all three brands. Vroom only went public eight months ago and announced the takeover of competitor CarStory late last year. Scotts Miracle-Gro's share price has doubled since early 2020, while Fiverr's has increased ten-fold.
Scotts, in particular, has benefited from more time at home over the past year as home improvement brands like Home Depot and Lowe's also saw sales grow. Comscore data shows that in May 2020 the home furnishings category had 133 million visitors – the highest of all time. Scotts, in particular, had a banner year with a record quarter that saw US consumer segment sales jump 90%. For the 2020 financial year, sales increased by 24%.
The online marketplaces Fiverr and Vroom also benefited from the switch to digital. Vroom's e-commerce sales rose 59% at year-end, while e-commerce gross profit rose 120%. In the third quarter, Fiverr posted sales growth of 88% year over year.
Your entry into the world of Super Bowl advertising also comes at a time when other brands are hesitant. Super Bowl veterans like Pepsi (just the Pepsi brand, not PepsiCo), Hyundai and Olay are all in the big game this year, and far fewer brands have announced their plans than they would normally be by mid-January.