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Most Super Bowl advertisers spend months on their ads. Hyundai this year will condense the process into roughly three hours by filming its spot during the game.
Buick, General Motors' fastest-growing U.S. brand in 2016, plans to advertise in the Super Bowl for a second consecutive year as it prepares to introduce three more new vehicles.
Mercedes-Benz, which has been an intermittent Super Bowl advertiser in recent years, is jumping back into the game.
Audi said it will advertise in the Super Bowl for the second straight year as Volkswagen's luxury brand continues to make the game a key part of its media strategy.
Honda plans to run a Super Bowl ad for the second straight year with the automaker using this year's game to plug the redesigned 2017 Honda CR-V.
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