• by David Goetzl , January 5, 2009

DreamWorks Animation and PepsiCo will each air 3D spots in the coming Super Bowl as part of a joint initiative that includes distribution of 125 million pairs of special glasses.

The marketers will take over a full commercial break that will first plug the coming film "Monsters vs. Aliens" and then SoBe Lifewater, which Pepsi promoted in the Big Game last year.

During the second-quarter break, DreamWorks will air a trailer for the film to be released in March, while the SoBe spot will include lizards (which appeared a year ago) along with characters from the DreamWorks film and NFL stars. The spots are said to look almost normal to those who view without 3D glasses.

The Feb. 1 game is on NBC, which will then air a 3D episode of the drama "Chuck" the day after the game.

Intel has produced millions of 3D glasses that will be made available free by PepsiCo in store displays for the Lifewater brand. NBC will air promos that tip viewers off to the store displays starting Jan. 19.

The SoBe spot is directed by well-known marketing specialist Peter Arnell.