There will be two super-sized commercials, fit for the Super Bowl: Both in 3D.
"The only thing in common this new flavor of 3D has with the 3D of the past generations, is just the word 3D. It's unlike anything you've ever seen," said Steve Schklair.
Steve Schklair runs Three-Ality Digital, the company behind the advancing 3-D Technology.
"We have a left eye camera and we have a right eye camera. When we shoot these cameras are always in motion to keep the shots comfortable for you as the viewer. But we can also use that motion to say 'where are the objects in space.' we could put them right on your screen or we can poke things right out into your living room for you."
To make the Sobe Lifewater ad, Super Bowl Veteran Director Peter Arnell needed to combine real life football players with computer generated lizards. It was a precise dance.
"These have to be locked down, very very precise because you have a lot of layers that you're building and those layers cant be out of sync," said Peter Arnell, Chief Creative Officer.
In the 1950's, studios used 3D as a way to lure people away from TVs and back into theaters. but with advanced technology expect to see 3D everywhere.
Dreamworks says every animated feature it produces will now be in 3D.
You can find the glasses at many locations, including Wal-Mart.
On Monday, NBC's comedy "Chuck," will also be on 3D.
David Schwartz, Chief Curator, Museum of the Moving Image said "with digital projection systems and digital production methods that make it possible to have new forms of 3D. You're really seeing a major investment from the studios."
Studios and advertisers are betting once you've been to the third dimension, it may be hard to turn back.