Meta Oakley’s smart glasses (quite literally) shine in a high-intensity Super Bowl LX ad that spotlights how elite athletes use the eyewear’s AI-powered features.
In a fast-paced collage set to Travis Scott’s track Hyaena, viewers see running back Marshawn Lynch prompt his glasses to stream his ‘Beast Mode’ playlist before skydiving, filmmaker Spike Lee records a slam dunk in slow motion using his Oakley Meta eyewear, pro golfer Akshay Bhatia nails a picture-perfect drive after asking Meta for a weather update, and British-Japanese Olympic skateboarder Sky Brown drops into a skate park pool.
Reflections of the athletes’ views from the visors appear throughout the advertisement, showcasing two models—the Oakley Meta Vanguard and the Oakley Meta HSTN—in close-up.
The spot is designed to showcase how Meta’s interactive AI capabilities marry seamlessly with Oakley’s athletic-minded design, helping athletes with everything from hands-free calls and audio streaming to video recording and real-time answers to specific queries.
The project is the product of a longstanding partnership between the tech giant and EssilorLuxottica, the Franco-Italian parent company of Oakley, Ray-Ban, Oliver Peoples, and other eyewear brands. At Super Bowl LIX last year, the companies tapped Chris Pratt and Chris Hemsworth to promote Meta Ray-Ban.
Now, Meta wants to build on that momentum. “We had a tremendous response,” Blanding said of the previous advertisement. “We saw things like accelerated growth in awareness, accelerated growth in sales and traffic. So we thought it made sense to return this year with Oakley Meta, because now we’re expanding AI glasses into the sports category.”
Made in partnership with the creative agency Mother LA and Honda ‘Cog’ filmmaker Antoine Bardou-Jacquet, the campaign includes two 30-second ads that will run during the Big Game, during the first and third quarters, on Feb. 8. A longer 60-second cut will run online. The brand released that extended version on Monday, following a teaser dropped on Jan. 26.
“The brief was basically pretty simple: How do you bring Oakley Meta to life and [showcase that] it gives athletes an edge on and off the field?,” Kimberley Blanding, Meta’s global director of wearables marketing, told ADWEEK.
Mother developed a concept focused on centering the product itself—while also highlighting the versatility of that product across athletic activities. “There was a strong intent on not just focusing on super A-list talent celebrities like Spike Lee or Marshawn, and really showing the breadth of athletes that it can help,” said Ben Bliss, group creative director at Mother. Bliss added that the team wanted to “show a range of the types of places that Meta AI can actually provide real-time insights. That’s why you have a mix of things like skydiving, but you also have ultra running, and you also have skateboarding.”
