The Super Bowl has been a way for many advertisers to make a splash. With the economy in recession last year, many automakers decided to stay on the sidelines with Hyundai as the biggest exception. This year a number of auto brands, including Hyundai, will feature ads in the big game. But the message will be decidedly muted as automakers choose to sell value instead of glamour.

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Tags: Automakers, Bowl, sell, Super, Value