Meta’s seeking to make a giant splash to advertise its newest mannequin AI glasses, with a Tremendous Bowl advert spot that may function a spread of well-known celebrities adorned with its wearable gadget.

As you’ll be able to see on this teaser, Meta’s Tremendous Bowl promotion will function its newest mannequin Oakley Meta AI glasses, that are designed to attraction to athletes, although Spike Lee can put on them as properly, so…

As per Meta:

“Spike Lee. Marshawn Lynch. iShowSpeed. PGA Tour breakout star Akshay Bhatia. Olympians Sky Brown, Kate Courtney, and Sunny Choi. These are the headliners as Oakley Meta prepares to make its debut on the large sport on February 8, bringing to life the capabilities of Oakley Meta Efficiency AI Glasses by the lens of elite athletes in high-energy, sudden methods.”

Meta will air two completely different promotions throughout the sport, each highlighting the advantages of its Oakley Meta glasses, which are available two variations: HSTN and Vanguard.

Using widespread influencers will assist to spice up curiosity within the gadget, whereas a deal with the helpful options appears extra prone to drive curiosity than its final Tremendous Bowl advert for its Ray Bans, which featured Chris Hemsworth, Chris Pratt and Kris Jenner in a nonsensical artwork appreciation state of affairs (or one thing).

Meta launched its Oakley Meta AI glasses in June final 12 months, as a complement to its current Ray Ban variation, designed together with EssilorLuxottica, the proprietor of each Oakley and Ray Ban.

That partnership is a key component in making Meta’s AI glasses, and finally its AR glasses as properly, extra interesting to the general public, utilizing established types, and the help of the EssilorLuxottica crew, to develop a extra interesting wearable gadget.

As a result of as we’ve seen with different high-tech wearables, in the event that they don’t look cool, finally, no one’s going to make use of them.

Google Glass died out a minimum of partially as a result of they regarded just like the glasses that shooters put on within the Olympics, whereas Snapchat’s Spectacles launched to main hype, however then fizzled rapidly, leaving Snap with tens of millions in unsold stock.

Having trendy sun shades that resemble already widespread fashions is a giant bonus for Meta, as a result of should you’re already going to spend a few hundred bucks for some new shades, then forking out just a little further for a relentless AI companion is a extra viable path to buy for a lot of.

And Meta has locked up its partnership with EssilorLuxottica to make sure that its opponents can’t take the identical route, by shopping for a 3% stake within the enterprise. That may give it some say over its future business agreements, which can make it a lot tougher for others to take the identical path to cultural relevance.

And up to now, Meta’s AI glasses are resonating. The broader hype round AI, and the reframing of the gadget round this particular component, has seen gross sales rise to the purpose that Meta can barely sustain with demand.

I doubt that its Oakley variations are promoting on the identical tempo simply but, however it’s superb what an endorsement from an influencer like iShowSpeed can do for merchandise.