DreamWorks Animation will hype its upcoming “Monsters vs. Aliens” movie and Pepsi will feature its SoBe Lifewater dancing lizards in two 3D TV spots set to appear in tandem during Super Bowl XLIII.
DreamWorks and Pepsi are collaborating with Intel Corp. and NBC on the project. The movie trailer and the Pepsi spot were animated using high-performance processing technologies from Intel, which has produced 3D glasses to be distributed by SoBe. NBC will alert Super Bowl viewers about the advertising event in advance of the Big Game.
DreamWorks is using the first-time 3D 90-second spot near the end of the game’s second quarter on Feb. 1 to build awareness for the theatrical release of “Monsters vs. Aliens” on March 27. The SoBe lizards, who made a big splash in an ad during the last Super Bowl, will follow that spot in a dance with characters from the DreamWorks film and National Football League stars in a contemporary interpretation of “Swan Lake.”
“It’s a creative way to communicate a cool message,” said PepsiCo spokeswoman Kristi Hinck.
The 60-second SoBe Lifewater spot, directed by Super Bowl commercial veteran and brand architect Peter Arnell, will mark arguably the first Super Bowl ad cross-over event—with the SoBe Lizards sharing the screen with characters from the upcoming DreamWorks Animation film that will be showcased in the pod’s preceding spot.
The free 3D glasses will be available through 25,000 SoBe Lifewater displays in retail outlets early this month. Consumers can also call 1-800-646-2904 to order a pair.
NBC tune-in spots, advising viewers about when they should be ready to don their 3D specs will start airing on Jan. 19. That spot will feature an additional “Don’t Chuck Your Glasses” message, alerting them to a 3D episode of the network’s “Chuck” sitcom, with a special appearance by NBC sports analyst and former running back Jerome “The Bus” Bettis.
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