PepsCoi's SoBe Lifewater and DreamWorks Animation teamed up with NBC, the network airing Super Bowl XLIII, and Intel Corp. to create this 60-second ad break, which was broadcast in 3-D.
The ad was a promotion for SoBe -- its second Super Bowl ad after 2008's "Thrillicious" -- but also the DreamWorks film "Monsters vs. Aliens," characters from which joined SoBe lizards and NFL stars in a weird dance party.
Said weird dance party was actually 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 release at the time.
Ad Age reviewer Bob Garfield wasn't sure 3-D made sense in the context. "‘Yo, who's got glasses?'" he imagined viewers saying. "'Anybody have 3-D glasses? Didn't we have some 3-D glasses? Come on, where ... oh, never mind. It's over.’”
Arnell Group, the shop behind the ad, also created Pepsi's "PepSuber" spot for the same game.
DreamWorks Animation would again turn to co-promotion in 2015's Super Bowl 50, when an ad for Wix.com starred characters from the upcoming "Kung Fu Panda 3."
BRAND: SoBe Lifewater
AGENCY: Arnell Group
QUARTER AIRED: Q2