In the world of wearable technology, very few products manage to leap from niche novelty to mainstream must-have. But Meta is betting that its Ray-Ban smart glasses can achieve precisely that. With bold strategies ranging from glitzy Super Bowl ads to exclusive limited-edition designs, it’s clear Meta is pulling out all the stops to make these glasses a cultural phenomenon. The goal? Not just functionality, but making cutting-edge tech stylish and indispensable in daily life.

At the forefront of Meta’s campaign is its highly anticipated presence at the 2025 Super Bowl, where the company plans to air two big-budget commercials—a move reserved for brands with grand ambitions. Featuring Hollywood A-listers Chris Hemsworth and Chris Pratt alongside the ever-popular Kris Jenner, the ads blend technology, star power, and humor in a way that feels both accessible and aspirational.

One standout scene shows Hemsworth and Pratt using the glasses’ built-in Meta AI features to explore Jenner’s art collection, identifying paintings and translating foreign languages with effortless ease. Jenner herself steals a comedic moment in the commercial, discovering that her eccentric banana-themed artwork is worth a jaw-dropping $6.2 million. In true Kris Jenner style, she uses the smart glasses to call her lawyer, showcasing the glasses’ call functionality in a relatable yet extravagant gesture. These playful but effective scenarios are designed to emphasize the practical and versatile nature of Meta’s smart glasses in everyday situations.

But the Super Bowl ads are just the beginning. To raise even more buzz, Meta is introducing a limited edition of its Ray-Ban smart glasses to align with the event. These exclusive glasses won’t be available to the public; instead, they’re reserved for celebrities and influencers. Featuring matte black frames with striking gold mirror-like lenses or customizable options in the colors of the Super Bowl finalists, every pair comes packed in a custom-etched case, doubling as a luxury statement piece. By leveraging the power of scarcity and influencer visibility, Meta is poised to create a new level of desirability—and perhaps a wave of envy—among consumers.

This splashy rollout isn’t without context. In 2024, Meta announced a significant milestone for its smart glasses division: over one million units sold in a year. This achievement stands out in a market where wearable tech has historically struggled to gain traction. Meta has managed to sidestep many of the pitfalls that plagued earlier entrants like Google Glass, positioning its product not only as a practical tool but also as a fashion accessory.

The secret sauce? An intentional focus on blending everyday functionality with advanced technologies, all wrapped up in a design that looks good. From taking hands-free calls and navigating foreign languages to interacting with integrated AI features, the glasses bridge the gap between utility and style, making them appealing to tech enthusiasts and everyday users alike.