Marvel stars team up for Meta's Ray-Ban Smart Glasses Super Bowl ad
Meta brings in Hollywood talent to promote its latest wearable tech during football's biggest night.
Meta has recruited Marvel stars Chris Pratt and Chris Hemsworth for a new advertising campaign set to air during the Super Bowl on February 9. The two actors, best known for their roles in the Marvel Cinematic Universe, will promote the Ray-Ban | Meta Smart Glasses.
Behind the camera is director Matthew Vaughn, whose credits include Argylle, X-Men: First Class, and the Kingsman series. While Meta is keeping the details under wraps, they've released two brief teasers that hint at what's to come during the big game.
Meta's expensive Super Bowl history
This isn't Meta's first time investing in Super Bowl advertising. In February 2022, the company aired a minute-long commercial for its Meta Quest 2 VR headset. The ad centered on a group of friends reuniting virtually through Meta's metaverse platform, Horizon Worlds.
The production featured a 90s-style arcade restaurant called Questy's, complete with animatronic characters. Meta worked with leading Horizon Worlds creators to build a virtual version of the restaurant that users could visit in VR.
The 2022 Super Bowl spot reportedly cost Meta over $10 million. The company also arranged a VR concert with the Foo Fighters to stream on Horizon Venues after the game. However, technical issues prevented many of the 60,000 registered viewers from watching the performance as planned.
Meta's latest Super Bowl campaign shows the company continues to bet big on high-profile advertising during one of television's most-watched events. The collaboration with two Marvel stars suggests they're aiming to make an even bigger splash this year.
What do you think of Meta's Hollywood line-up? Join the conversation on Facebook, Bluesky or X or share your opinion in the comments below.
For feedback, topic suggestions, or other ideas, please email us at hello@mixed-news.com.
Note: Links to online stores in articles can be so-called affiliate links. If you buy through this link, MIXED receives a commission from the provider. For you the price does not change.
