This year's Super Bowl will feature new advertisers testing out the big-game spotlight, with a crop including lesser-known marketers such as T-shirt maker Gildan Activewear and soda machine company SodaStream International, as well as big names, such as BlackBerry maker Research In Motion. "We know we are going to be scrutinized by everybody. You have to have nerves of steel," said Rob Packard, vice president of marketing at Gildan.

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