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."
DreamWorks Plans ‘Monster’ Super Bowl Ad
DreamWorks Animation has partnered with Pepsi, Intel and NBC to spend ”tens of millions of dollars“ on a Super Bowl ad campaign.