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01.06.2009 12:00AM
3D Ad Break to Kick Off Super Bowl Halftime
From HD Notebook.

Bruce Springsteen may be the top talent being showcased inside the stadium and to a global audience via NBC on Super Bowl Sunday, Feb. 1. But some serious buzz in the ad world (and maybe among lots of HD viewers) could be on a series of commercials that are scheduled to run in 3D within the same ad break at the start of halftime.

Since the Super Bowl is typically the most-watched single TV program of the year in the United States, it has always created an ideal (albeit expensive) forum for establishing new brands and reinforcing others—sometimes with commercials that cost millions of dollars to produce and are only aired once.

Along with the willing assistance of Intel and NBC Universal, applying 3D technology to ads for pushing their respective brands next month will be some of the heavy lifters of TV advertising: DreamWorks SKG and Pepsi-Cola (which will push its SoBe beverages).

The 3D ad package coming at the end of the second quarter of play, as of now, will include a trailer for DreamWorks’ upcoming “Monsters vs. Aliens” and a 60-second spot for Pepsi’s SoBe Life Water—which will feature the dancing talents of various real-life NFL players and the digitized SoBe lizards in a “modern interpretation” of the ballet “Swan Lake.”

There are few details on which 3D technology might be used, but special glasses will be required. (Reportedly, the glasses will be distributed at SoBe displays in stores.)

Read all of HD Notebook here.


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