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While Super Bowl advertising is often a solitary endeavor, this year DreamWorks Animation and Pepsi's SoBe beverages are teaming up with NBC and Intel Corp. to create a 3-D ad break set to appear at the end of the second quarter, Convenience Store News reported.
According to Advertising Age, the eye-popping commercial interruption will include not only a trailer for the upcoming DreamWorks film "Monsters vs. Aliens," but also a 60-second ad for SoBe Life Water featuring the popular SoBe lizards, which appeared during the 2008 game, alongside NFL stars and characters from the movie.
The ad will include a "modern interpretation of the famed ballet 'Swan Lake,' and the rhythmic effects when the players and creatures are infused with the refreshing and reinvigorating impact of SoBe Life Water," according to a press statement.
Technology from Intel helped animate the trailer, and the company has produced more than 125 million pairs of 3-D glasses, which are being distributed by PepsiCo though 25,000 SoBe Life Water displays in grocery stores, drug stores, and other retail venues. The glasses are free to consumers, who can also call (800) 646-2904 to obtain a pair.
Starting Jan. 19, NBC viewers will be alerted to the SoBe Life Water Super Bowl displays through "tune-in" promotions on NBC. Displays and tune-ins will instruct viewers to use their 3-D glasses on Super Bowl Sunday. They will also bear the slogan, "Don't Chuck Your Glasses," and will prompt viewers to reuse the spectacles during a special 3-D episode of "Chuck," set to air the next day at 8 p.m. ET.
The Super Bowl airs Feb. 1 on NBC.