Unilever to Bow Degree Campaign on Super Bowl

NEW YORK Procter & Gamble is sitting out next year’s Super Bowl, but Unilever is jumping in, to launch a new campaign for Degree deodorant, sources said.

It will be the first work from Interpublic Group’s Lowe since the New York shop won the estimated $20 million account from the Chicago office of Omnicom Group’s DDB in July.

Unilever has purchased a single, 30-second unit in the second quarter of the Feb. 6 game, said sources. Directed by Joe Public of Headquarters, sources said the work has a different look and feel for the personal care category.

Lowe referred calls to the client, where a representative declined comment.

Fox is asking for $2.4 million per unit, up from $2.3 million this year. P&G is not biting despite a high-profile run-up and appearance this year, when Publicis Groupe’s Publicis in New York launched a spot for Charmin [Adweek, Nov. 29].