Tracking every ad buy for Super Bowl LV

• Doritos taps Jimmy Kimmel, Mindy Kaling for mysterious spot

Doritos released a teaser for its Super Bowl spot, which will promote the return of its 3D Crunch product, per details emailed to Marketing Dive. Featuring Jimmy Kimmel and Mindy Kaling, the video features a cliffhanger about the star of the ad's "new look" and ends with the cryptic #FlatMatthew hashtag.

Doritos' sister brand Cheetos is also relying on a celebrity, Ashton Kutcher, and a mystery to build buzz for its Super Bowl spot. Parent company Frito-Lay will run three ads during the big game.

• Cheetos teases in-game spot with Ashton Kutcher

Cheetos returns to the game this year with an ad highlighting the recently released Cheetos Crunch Pop Mix, a mashup of its Cheetos Crunchy and Cheetos Popcorn products, per an announcement.

A teaser video stars actor Ashton Kutcher, who's shocked as he flips through black-and-white photos mysteriously sent to him with an empty bag of the new snack. The clip concludes with the date of the Super Bowl, hinting that the mystery will be solved in Cheetos' in-game commercial.

• Super Bowl newcomer Vroom dramatizes pain of car buying

Online auto dealer Vroom is making its Super Bowl debut with a 30-second ad that dramatizes the frustrating process of buying a car, per details emailed to Marketing Dive. Created with agency Anomaly, the ad shows a man being interrogated by a car salesman, before cutting to a scene of the same man relaxing in his yard as a vehicle is delivered.

Vroom's spot will run on game day, with exact timing dependent on pauses in play. The used car company is the first advertiser to air its full commercial in the lead-up to this year's game.

• Scotts Miracle-Gro makes first Super Bowl appearance amid gardening boom

Scotts Miracle-Gro will run a Super Bowl ad for the first time, looking to seize on growing consumer interest in gardening during the pandemic, Ad Age reported. The brand developed a 30-second spot with agency VaynerMedia that will run in the second quarter. The spot features celebrity appearances, a call to action for consumers and an optimistic tone, and will jumpstart a larger spring marketing campaign.

References:

https://www.marketingdive.com/news/tracking-every-ad-buy-for-super-bowl-lv/591491/