DreamWorks, Pepsi, Intel Team For First All 3D Super Bowl Ad
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DreamWorks, Lifewater, Intel Team On All-3D
Super Bowl Ad For "Monsters vs. Ailens" |
DreamWorks Animation and PepsiCo's SoBe Lifewater have joined with Intel to create the first Super Bowl ad to air fully in 3D. The 60-second ad, which will run on NBC at the end of the second quarter of Super Bowl XLIII, will mark the debut of DreamWorks' 3D movie trailer for its upcoming film, "Monsters vs. Aliens." Intel has produced over 125 million pairs of 3D glasses, which are being disseminated via 25,000 SoBe Lifewater retail displays (NBC). The AP's Michael Cidoni noted though 3D telecasts are "nothing new, this marks the first time one has been done for such a large audience." DreamWorks Animation CEO Jeffrey Katzenberg "wouldn't give a hard figure on the cost" of the ad, but he said it "involves tens of millions of dollars" (AP, 1/4). USA TODAY's Petrecca & Howard note in the ad, the SoBe lizards and characters from "Monsters vs. Aliens" will "dance to 'Swan Lake' with" Ravens LB Ray Lewis, Giants DE Justin Tuck and Patriots OT Matt Light (USA TODAY, 1/5).
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