Meta Will Use Super Bowl to Tout Smart Glasses With Chris Hemsworth, Chris Pratt
When it comes to Super Bowl advertising, Meta Platforms really has something to see.
The tech giant, best known, perhaps, for its social-media platforms, will use Super Bowl LIX to tout its Ray-Ban Meta Glasses, which let users take photos and videos, listen to music, and take calls. Meta says the spectacles are powered with A.I., respond to voice commands and have a built-in camera and open-ear audio.
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The company declined to specify when during Fox's telecast of the Big Game on February 9 its commercial would appear. Fox, which was nearly sold out of commercial inventory in August due to high demand, has sought in excess of $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, among other films.
Many tech giants have tried their hand at so-called "smart glasses," including Google and Snap, with mixed results. Many of the firms are eager to crack the "wearables" market, providing everyday devices that dovetail with daily use and habits even more than a smartphone. Worldwide wearable device shipments were projected to grow 6.1% in 2024, to 537.9 million units, according to estimates from International Data Corporation.
Meta thrives on introducing new technology and influencing communications and culture, but it appears to be going to the Super Bowl with a very traditional strategy. Many advertisers use the Big Game to call attention to a new product, service or promotion, whether that be a new make of automobile or free Grand Slam breakfast, which the Denny's restaurant chain promoted in 2009 and 2010. Meta is betting that its use of popular celebrities interacting with what for many viewers will be an unfamiliar but intriguing product will be enough to capture attention.
Meta has been to the Super Bowl in the past. In 2022, the company put a spotlight on the Meta Quest 2 immersive headset as well as the Horizon Worlds online game.
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