The reported $2.6 million price tag for a :30 Super Bowl XLI commercial isn't scaring off newcomers to advertising's biggest game of the year. Look for first-time Super Bowl ads from these companies:

Garmin
This GPS navigation system developer has purchased one Super Bowl commercial halfway through the second quarter. In a press release, the company describes its "Grab your Garmin, Take on the World" ad as a "humorous 1960s-style sci-fi piece."

Phillips-Van Heusen
The apparel company has bought two Super Bowl spots. One will promote the Van Heusen brand. The other will promote Izod.

The Van Heusen spot launches a full-scale ad campaign. After the Super Bowl, look for more TV, cinema and print work for the brand.

The Izod commercial will air during the fourth quarter. It debuted during the holidays and features Amazing Race winner Tyler Denk.

Salesgenie.com
The lead-generation company for businesses has purchased one spot during the first half of the game. Salesgenie.com will also sponsor the pre-game broadcast.

The company seems to be making plans for next year's Super Bowl already. A press release states you can submit your own ideas for next year's Super Bowl ad "and the winning idea will receive a prize."