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NEW YORK Hollywood may be excited about 3-D technology, but as ballyhooed as the DreamWorks/Pepsi 3-D Super Bowl pod was pre-game, advertising creative directors were unimpressed by the prospect of more eye-popping visuals in commercials.
While Pepsi provided 125 million free 3-D glasses produced by Intel, whose InTru technology powers next month’s DreamWorks release Monsters vs. Aliens, a random sampling of Super Bowl viewers in the advertising business found few bothered to pick up the glasses and those that did were not all that impressed with the SoBe Lifewater spot out of Arnell that featured football players and the Sobe lizards doing their version of Swan Lake.
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