Oakley Meta is making its Tremendous Bowl debut with a marketing campaign by Mom Los Angeles that positions efficiency wearables as the subsequent frontier in sport. Titled Athletic Intelligence Is Right here, the work introduces the Oakley Meta Efficiency AI Glasses by a sequence of visceral, face-first moments that place viewers contained in the stress, adrenaline and focus of elite competitors.
Premiering through the Tremendous Bowl, the marketing campaign stars a cross-section of sporting icons and cultural heavyweights, together with Spike Lee, Marshawn Lynch, iShowSpeed, Akshay Bhatia, and Olympians Sky Brown, Kate Courtney and Sunny Choi.
The movie focuses tightly on faces on the level of depth. Reflections within the lenses of Oakley Meta glasses reveal the extraordinary conditions unfolding round every athlete, aiming to indicate each scale and intimacy in a single body.
Directed by Antoine Bardou-Jacquet, the marketing campaign captures what it feels wish to compete with real-time help. Throughout the spots, the glasses’ core options – Meta AI, hands-free seize and open-ear audio – are woven instantly into the motion. iShowSpeed chases a shifting airplane to nail the last word social clip, Marshawn Lynch skydives whereas locked into his “Beast Mode” playlist, and Spike Lee makes use of slow-motion seize to movie an iconic dunk at Rucker Park.
The work introduces Oakley Meta’s two flagship fashions – HSTN and Vanguard – positioning them as instruments that reach athletic consciousness past the physique. It is fairly the antithesis to how most individuals use AI presently (primarily analysing uncooked knowledge after the actual fact), because it’s extra about presence and notion. It reframes AI as one thing that may amplify efficiency within the second.
Kimberley Blanding, world director of wearables advertising at Meta, explains how the marketing campaign is designed to shut the hole between athletes and followers. She says: “By letting viewers expertise all of it by the reflection of Oakley Meta glasses, we hope to convey audiences nearer than ever – not simply to the depth of athletes, however to the shared ardour that unites athletes and followers alike.”
Soundtracked by Travis Scott’s Hyaena, the movies lean totally into spectacle, aligning efficiency expertise with hype, tradition and leisure. It is fairly confidently saying that wearables are now not confined to coaching periods or quantified-self dashboards.
The marketing campaign will air as two 30-second spots through the first and third quarters of the Tremendous Bowl, supported by a wider rollout throughout digital and social channels. Mom Los Angeles chief inventive officer Jed Cohen provides that the work displays “massive ambition, cultural relevance, effectively crafted, and anchored by an incredible thought”, signalling Oakley Meta’s readiness to play on promoting’s largest stage.
With Athletic Intelligence Is Right here, Oakley Meta is making a case for AI as an instinctive, embodied a part of fashionable sport, the place the subsequent edge comes from seeing the second in another way because it occurs.
