Oakley Meta is using the Super Bowl as a launch moment for its ‘Athletic Intelligence Is Here’ brand campaign, positioning its AI glasses as performance gear for the next era of sport.
The campaign leans on elite athletes and cultural figures to show how real-time capture, audio and AI support can create a competitive edge in high-pressure moments. The short film, directed by Antoine Bardou-Jacquet, features Spike Lee, Marshawn Lynch, iShowSpeed, PGA Tour breakout star Akshay Bhatia, as well as Olympians Sky Brown, Kate Courtney and Sunny Choi.
The campaign will air as two separate placements during the broadcast, one in the first quarter and another in the third quarter, building anticipation across the game. The wider push is designed as a mass-reach debut for Oakley Meta’s performance-focused smart glasses on advertising’s biggest stage.
Rapper Travis Scott’s 2023 hit Hyaena works as an upbeat soundtrack to the fast-paced spot.
“The goal was simple with Oakley Meta,” explained Bardou-Jacquet. “I wanted this to be a rush you can really feel - fast, physical and totally instinctive. The technology naturally flows right inside the action, so it feels like part of the ride and not a pause button.”
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