• Adweek, Monday, April 5, 2010 8:22 AM

Samsung has been running two 3-D commercials in movie theaters that showcase the experience that consumers can get at home from its new line of 3-D televisions. That makes sense. But what about 3-D spots from Purina or the Air Force? asks Eleftheria Parpis.

Purina's decision to produce a costly 3-D animated spot for its Friskies wet cat food evolved out of the strategy and tagline, "Feed the senses," according to Susan Schlueter, director of marketing for Friskies. The ad, titled "Adventureland," rolled out with the debut of "Alice in Wonderland." "We decided, 'Why don't we push [the concept] a little further with 3-D, which is the ultimate sensory experience?'" Schlueter says.

"Space," a spot that was created for both 2-D and 3-D broadcast, shows the Air Force steering a satellite away from space debris. Conversion to 3-D added $50,000 to $70,000 to its cost in postproduction, and took four to six weeks to complete. But, says Christopher Colton, creative director at agency GSD&M, "it had the drama to get the viewer engaged in a 3-D experience."

As 3-D reach grows and costs are contained, we can expect to see more executions, Parpis reports.

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