In the mix: Courvoisier's innovative 3D tv advert

London – Tonight, as the UK takes another small step in 3D, it’s a giant leap forward for 3D advertising, and French spirits brand Courvoisier.

At 9pm tonight UK free-to-air channel, Channel 4, begins its 3D week with The Queen in 3D. In the ad break, Courvoisier will become one of the first brands to air a 3D commercial on UK terrestrial TV.

Wearing a pair of glasses – and you can see the video on LS:N Global now by clicking and downloading it here – the viewer will see an image of cognac in a balloon glass as it explodes… Then the glass splinters and cognac shoots out at the viewer, spinning into a vortex. Finally, the exploded glass morphs into a tall cocktail glass next to a bottle of Courvoisier.

Since Courvoisier’s aim is to change its image from a fusty after-dinner drink to an innovative 21st century ‘mixable spirit’ – in the words of marketing controller, Eileen Livingston – the creative and the placement are ideal. As Livingston says, it’s a ‘great fusion of message and media’.

LS:N Global has reported extensively on how 3D is becoming integral to the home entertainment landscape.