You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Does a $3M Super Bowl Ad Make Sense in a Recession? Big-Game Buys That Strike the Right Tone, Avoid Bravado Will Pay Off for Marketers By Tim Calkins, Published on January 12, 2009 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.