Unilever could be the first major marketer to use a design shop instead of a traditional agency to execute creative for a Super Bowl ad. Paris shop, Desgrippes Gobe, is crafting a spot for the Sunsilk shampoo brand set to air in the closing minutes of the big game. The spot is linked to an online campaign that includes homepage ads at MySpace and AOL, and a dedicated site at lifecantwait.com.

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