- Star-Studded Super Bowl Campaign: Meta enlists Chris Pratt and Chris Hemsworth to promote Ray-Ban smart glasses in ads directed by Kingsman filmmaker Matthew Vaughn.
- Enhanced Features and Styles: The smart glasses now include AI-powered tools like visual queries, live translation, and Spotify control, alongside expanded style options from EssilorLuxottica.
- Future Wearables Expansion: Meta plans to launch Oakley-branded smart glasses and high-end models with heads-up display (HUD) technology later this year.
Meta is turning up the star power for its Ray-Ban smart glasses, enlisting Hollywood heavyweights Chris Pratt and Chris Hemsworth for high-profile Super Bowl ads. The campaign is a significant marketing push as the company seeks to position the glasses as a must-have tech accessory for a mainstream audience.
Each ad, directed by Matthew Vaughn of Kingsman fame, highlights the advanced features of the Ray-Ban smart glasses. This marks Meta’s return to celebrity endorsements for wearable tech, a strategy it last employed in 2018 with Oculus Go. Back then, stars like Wiz Khalifa, Jonah Hill, and Leslie Jones showcased the virtual reality device’s entertainment capabilities.
Since the launch of Ray-Ban smart glasses, Meta has continuously enhanced their functionality, making them more appealing to everyday users. The glasses now offer AI-driven visual queries, web search, video calling, text scanning, live translation, and Spotify control, among other features. Additionally, EssilorLuxottica, Meta’s eyewear partner, has introduced a range of new styles to broaden their appeal.
The timing of this campaign suggests Meta is ready to take its smart glasses beyond the tech enthusiast market. By showcasing the glasses during one of the year’s most-watched events, Meta aims to establish the device as a blend of fashion and technology, reaching a wider, style-conscious audience. The Super Bowl’s massive viewership provides the ideal stage to elevate the glasses to mainstream popularity.
Looking ahead, Meta and EssilorLuxottica plan to expand their portfolio with Oakley-branded Meta glasses and higher-end smart glasses featuring a heads-up display (HUD). While details remain scarce, these developments indicate Meta’s broader ambitions in the wearables market, building on the momentum of its current Ray-Ban lineup.
