• Adweek, Tuesday, February 3, 2009 9:15 AM

Super Bowl viewers who wore 3-D glasses to watch ads for DreamWorks' "Monsters vs. Aliens" movie and SoBe Lifewater saw the first 3-D commercials ever to be broadcast. But while the idea of 3-D ads is exciting to agency creative directors, it will probably be quite some time before the technology becomes an advertising staple. The main problem is getting consumers to wear those special glasses.

Peter Arnell, creator of the SoBe spot, thinks people will start seeing a proliferation of "pocket technologies, such as people carrying 3-D glasses in their pockets" or keeping them in their homes next to the television.

Others aren't convinced. Matt Miller, CEO of the Association of Independent Commercial Producers, says despite the fanfare, there will be few followers of 3-D ads in the immediate future. "I don't see advertisers running to shoot their commercials in 3-D," he says. Nonetheless, experts say the high-profile TV spots were a smart use of money to promote both the technology and the brands that introduced the tech to curious viewers.

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