Meta’s Super Bowl Commercial Plugs in Smart Glasses Featuring Hemsworth, Pratt
When it comes to Super Bowl advertising, Meta Platforms really has something to show for it.
The tech giant, perhaps best known for its social media platforms, will use Super Bowl LIX to promote its Ray-Ban Meta glasses, which allow users to take photos and videos, listen to music and make phone calls. Meta says the glasses are powered by AI, respond to voice commands and have a built-in camera and open-ear audio.
The company declined to specify when during Fox’s Feb. 9 broadcast of the Big Game the commercial would appear. Fox, which nearly sold out in August due to high demand, has asked more than $7 million for a 30-second spot.
The commercial is directed by Matthew Vaughn, known for his work on ‘Argylle’, ‘X-Men: First Class’ and the Kingsman franchise.
Many tech giants have tried so-called “smart glasses,” including Google and Snap, with mixed results. Many of the companies are keen to crack the ‘wearables’ market and deliver everyday devices that suit everyday use and habits even better than a smartphone. Global shipments of wearable devices are expected to grow 6.1% to 537.9 million units in 2024, according to International Data Corporation estimates.
Meta thrives on introducing new technology and influencing communications and culture, but it appears it’s heading to the Super Bowl with a very traditional strategy. Many advertisers use the Big Game to draw attention to a new product, service or promotion, whether that’s a new car brand or a free Grand Slam breakfast, which the Denny’s restaurant chain promoted in 2009 and 2010. Meta is betting that using the Big Game Popular celebrities interacting with what will be an unknown but intriguing product to many viewers will be enough to attract attention.
Meta has been to the Super Bowl in the past. In 2022, the company spotlighted the immersive headset Meta Quest 2 and the online game Horizon Worlds.
