Advertisers exploring 3D commercials
Firms Capitalizing on this year’s explosion of the movie trend

By Eleftheria Parpis

A father at an aquarium reaches into the tank, carves out a block of water full of manta rays and fish and brings it home, placing it into a Samsung television set in his living room. When he and his family don 3D glasses and settle onto the sofa, the sea life swims out of the TV toward them. “Ever wonder how amazing it would be to experience life in another dimension?” asks the voice-over.

The commercial, titled “Wonder-Full,” from Leo Burnett in Chicago, began running in 3D in cinemas before the DreamWorks film “How to Train Your Dragon.” The ad is part of the electronics company’s first push for its new line of 3D televisions and carries the brand message “Dedicated to wonder.”

“3D is a new dimension, literally and figuratively,” says Peggy Ang, vp marketing communications for the consumer electronics division of Samsung Electronics America. “Everybody has taken to the experience in the theaters, and consumers are saying, ‘How can I take this home?'”

“Wonder-Full” is one of two 3D commercials that Samsung is running in theaters. Another spot features “Monsters vs. Aliens” and, similar to the first ad, it shows a young girl taking the 3D movie experience home by cutting a cube of the action out of the screen, taking it home and replicating the experience on her family’s Samsung TV.

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