As Shrek the Third gets set to make its home video debut on Nov. 13, characters from the animated smash hit will be seen extolling the virtues of HD DVD in print and television ads. DreamWorks Animation SKG and Toshiba North America Consumer Products LLC have hired Austin-based ad agency GSD&M’s Idea City to produce the campaign, which launched today.
In an effort to replace standard-definition DVD, HD DVD is competing in the marketplace with Blu-ray Disc, another high-definition format. The simultaneous emergence of the two technologies has created some confusion among consumers, and seeing the familiar Shrek characters supporting HD DVD could swing a lot of people in favor of the format.
‘Consumers are looking for clear and compelling reasons to consider high-definition DVD products,’ says Duff Stewart, president and chief operating officer of GSD&M’s Idea City, ‘and we’re looking forward to helping build momentum for the superior HD DVD technology.’
DreamWorks Animation has a vested interest in HD DVD, since it has decided to release all of its upcoming films and catalog titles on the format. Other studios, including Universal, are on the same side of the fence while a number of other majors have their bets riding on Blu-ray. Sony Pictures, for instance, chose Blu-ray for this month’s releases of Surf’s Up and Spider-Man 3. Leading anime distributor FUNimation is also seeing Blu.