Meta relies on the massive appeal of its Ray-Ban glasses with an advertisement during the Super Bowl.

Meta is demonstrating its commitment to making its Ray-Ban smart glasses a popular product. To that end, it has launched not one, but two commercials for the Super Bowl, featuring Marvel actors and the famous Kris Jenner. As part of this strategy, they announced limited-edition versions of the glasses that will not be available to the general public.

The first ad is already available, where Chris Hemsworth and Chris Pratt wreak havoc in Jenner's personal art collection. In the scene, the actors use Meta's artificial intelligence to identify pieces of art and translate foreign languages. Meanwhile, Jenner asks the glasses' assistant to contact her lawyer following an incident involving a $6.2 million banana.

In a blog related to these ads, Meta detailed that the limited-edition glasses will be matte black Wayfarers, with gold or mirrored lenses, as well as lenses in the colors of the Super Bowl finalist teams. These glasses will come in a custom case, although their distribution will be exclusive to celebrities and influencers, rather than being sold to the public.

This approach reflects an evolution in the perception of smart glasses, especially considering the failure of Google Glass. Meta recently announced that it sold over a million units of its Ray-Bans during 2024. This kind of success in an emerging category justifies the high cost of an advertisement during the Super Bowl. Furthermore, Meta seems determined to continue expanding its success with new styles and limited versions, similar to the hype strategies used by brands like Nike. Throughout this year, the launch of smart glasses from the Oakley brand for athletes is expected, as well as the translucent model of Ray-Bans presented at last year’s Meta Connect event.