• Adweek, Monday, April 5, 2010 11:24 PM

The ad "Wonder-Full," from Leo Burnett in Chicago, began running in 3-D in cinemas last Friday before the DreamWorks animated movie "How to Train Your Dragon." The ad is part of Samgung's first push for its new line of 3-D televisions and carries the brand message "Dedicated to wonder."

"Wonder-Full" is one of two 3-D commercials that Samsung is running in theaters. But others are getting into the act. Marketers as unexpected as packaged-goods client Purina and even the Air Force are using 3-D to tap into the growing consumer interest fueled by Hollywood. Advertisers that are making early plays in the 3-D arena can benefit from the hype surrounding the 3-D movie releases, like "Avatar." "It's a short-lived opportunity, but it is a real one right now," says Ken Venturi, CCO and evp at NCM Media Networks.

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