Sitting Out the Super Bowl

Not every company is eager to part with the reported $2.6 million for a :30 Super Bowl XLI commercial. These two prevous Super Bowl advertisers are sitting on the sidelines this year:

• Procter & Gamble
  The company's Gillette brand has been in two Super Bowls in the past three years but decided not to play in Super Bowl XLI.
  
  
• Unilever
  Unilever's Dove brand ran the 45-second "Campaign for Real Beauty" commercial in Super Bowl XL and Unilever has advertised the Degree brand in the past two Super Bowls. This year, the company is focusing on a consumer-generated commercial for Dove Cream Oil body wash that will debut during the Academy Awards. Degree is in a special TV and Web campaign with Fox's 24.