Princeton Video Image Inc. and FOX Sports presented the first ever dynamic, animated virtual advertisements on a live national U.S. broadcast over the weekend. The ads, for the Ford F-250 Super Duty truck, debuted during the FOX NFL Sunday pre-game show, broadcast live from Ford Field in Detroit.
During the live 60-minute broadcast, viewers saw three 10-second animated virtual ads featuring the Ford F-250 Super Duty trucks and the “Built Ford Tough” logo. The virtual trucks interacted with the field and the stadium by bolting through an imaginary door at the mouth of the player’s tunnel, pulling a large roll of steel across the field and uprooting a section of the stadium’s stands to reveal the logo.
PVI is best known for its Virtual First Down Line, which appears on NFL and college football broadcasts. The company has also produced virtual advertisements on ESPN’s Sunday Night Baseball and ABC’s broadcast of the Indianapolis 500.