NEW YORK (AdAge.com) -- Super Bowl advertising is often a solitary endeavor. Each ad is a universe unto itself, with nary a reference to another product or rival. After all, why share the spotlight when ad time costs millions of dollars? Well, this year is different. DreamWorks Animation and Pepsi's SoBe beverages are moving in the opposite direction, teaming up with NBC and Intel Corp. to create a 3-D ad break set to appear at the end of the second quarter.
This 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 that features the popular SoBe lizards, which appeared during the game in 2008, 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. Peter Arnell, of Omnicom Group's Arnell Group, directed the SoBe spot, according to the press release.
In an event known for producing once-in-a-lifetime ad moments, the SoBe-DreamWorks idea may be unique. More often than not, Super Bowl advertisers put the spotlight on themselves, not anyone else (Pepsi has, on occasion, taken potshots in Super Bowl ads at its rival, Coca-Cola). Why do anything to split consumer attention? In this case, however, SoBe and DreamWorks may be testing whether highlighting multiple brands represents a better strategy than flying solo.
Other partners will be involved in the 3-D ad break. Technology from Intel helped animate the trailer. In addition, viewers will be told to hold on to their glasses so they can use them to watch a 3-D episode of "Chuck" set to air the next day at 8 p.m. ET. The Super Bowl airs Feb. 1 on NBC.
Intel has produced more than 125 million pairs of 3-D glasses, which are being distributed by PepsiCo though 25,000 SoBe Life Water retail displays in grocery stores, drug stores and other retail venues beginning in early January. They will be 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 the special 3-D episode of "Chuck," which will feature a guest appearance by NBC Sports analyst and Super Bowl champion Jerome Bettis.