PHILIPPINES, OCTOBER 8, 2010 – Two weeks after launching the country’s first newspaper in 3D, Manila Bulletin found an ally in Globe Telecom, which took over today’s front page–in 3D. The false cover celebrates the telco’s iPhone 4 launch over four pages printed on a special paper to distinguishing from the rest of the newspaper. The broadsheet reissued the 3D glasses to fully appreciate the images, as well as the ads.
A healthy number of advertisers had their ads rendered in 3D for the issue, among them Samsung, McDonald’s, Magnolia, Isuzu and Bow & Wow. A few worked better than others, which also goes for the editorial images. Done properly, the 3D effect is stunning and brings the element of fun in browsing through the paper. The 3D glasses, however, make reading dizzying, requiring two passes through the paper–first to look at the visuals in 3D, another without the glasses in order to read the text.
The challenge for advertisers keen on the 3D treatment is to come up with executions specially suited to 3D, not simply adding another dimension to a regular ad. The Samsung 3D LED TV ad, for example, is not only fitting as a 3D product, but also in the art direction, with butterflies flying out of the TV screen. Here’s hoping we won’t misplace the paper 3D glasses.
