Meta is boldly pursuing its goal to transform its Ray-Ban smart glasses into a must-have mainstream device. To achieve this, the company has gone all out by creating not one, but two Super Bowl commercials, featuring not one, but two Marvel stars Chris Hemsworth and Chris Pratt alongside Kris Jenner. As if that weren’t enough, Meta has also unveiled a limited-edition Super Bowl version of the glasses, which won’t be available for public purchase.
The first of the two ads is already live, showcasing Hemsworth and Pratt wreaking havoc in Kris Jenner’s private art collection. In the ad, the actors use the Meta AI integrated into the glasses to identify artworks and translate foreign languages. Jenner, on the other hand, hilariously uses the AI to call her lawyer after an incident involving a $6.2 million banana. According to a blog post by Meta, the limited-edition glasses will feature a sleek matte black Wayfarer design, paired with either gold, mirror-like lenses or lenses showcasing the team colors of the Super Bowl finalists.
However, they won’t be sold to the public, suggesting they’ll likely be gifted to celebrities and influencers to generate excitement. Several factors are at play in Meta’s strategy. First, smart glasses have made significant strides in public perception since the failure of Google Glass. Meta recently revealed that its Ray-Ban smart glasses surpassed 1 million units sold in 2024 a milestone that underscores the growing appeal of this emerging gadget category and justifies the investment in high-profile Super Bowl ads. Second, Meta is leveraging the success of its smart glasses by introducing new styles and limited-edition models, a tactic reminiscent of how brands like Nike create hype around their products.
Meta is reportedly planning to launch Oakley-branded smart glasses later this year, targeting athletes, and last year, it released a limited-edition translucent version of the Ray-Bans for its Meta Connect event. By combining star power, exclusive designs, and strategic marketing, Meta is positioning its Ray-Ban smart glasses as a cutting-edge, aspirational product, aiming to solidify its place in the mainstream tech market.
