DreamWorks Animation has partnered with Pepsi, Intel and NBC to spend "tens of millions of dollars" on a Super Bowl ad campaign to promote its March 3D animated flick "Monsters vs. Aliens." The campaign culminates in a 90-second ad, and includes the giveaway of 150 million pairs of glasses at 28,000 retail locations as part of Pepsi/SoBe Life displays. DreamWorks Animation CEO Jeffrey Katzenberg called it "perhaps the biggest media-advertising event in history." The ad, which is set to appear at the end of the second quarter, will include a trailer for the film and a 60-second ad for SoBe life Water featuring the popular SoBe lizards. "God bless them," TargetCast senior VP and director of national broadcast Gary Carr told Variety. " I think it’s a great ploy — that in a bad economy like this, a company is willing to plunk down that kind of money."