Automakers back in force in Super Bowl; nearly 1 in 6 brands on the air

Brands are decidedly mainstream

Commercials from Volkswagen, Hyundai, Kia, Honda, Chrysler's Dodge

One upscale brand is Audi; will feature less-fancy product this year

One no-show: Toyota, currently under fire over safety recalls, did not buy ad time

Reflecting auto industry's optimism for better 2010

Optimism tempered by the times

Ads aimed at recession-weary buyers accelerate practicality; put brakes on vanity

Messages built on value

"It ain't business as usual, and a cute ad won't work." -- Gordon Wangers, auto marketing consultant, AMCI

"There's a lot of hope that wasn't there last year for consumers." -- Joel Ewanick, VP of marketing, Hyundai Motor America