Hey Meta, Who Eats Art? – Ray-Ban Meta | Clapboard Ad Archive

70

Hey Meta, who eats art? - Meta, Ray-Ban | Clapboard Ad Archive

Hey Meta, Who Eats Art? signals a dramatic collision of celebrity, technology, and pop culture as Meta and Ray-Ban debut a campaign for their Meta glasses in an audacious Game Day film set within a hyper-stylized art gallery, leveraging the magnetic presence of Chris Hemsworth, Chris Pratt, and Kris Jenner to pull wearable tech out of the expected and into the contemporary art world’s theatre of the absurd. In the spot, the two Chrises navigate a gauntlet of outlandish installations climaxing in a mayhem-infused six-million-dollar banana episode, all through the seamless, hands-free lens of Ray-Ban Meta, before Kris Jenner arrives with a pointed, campaign-defining punchline that knots the escalating chaos with the wink of a viral meme, amplifying the glasses’ positioning as a conduit between eye-catching style and boundary-breaking digital engagement. The campaign, clearly crafted for the electronics market and equally for cultural relevance, pivots from conventional product demo to an entertainment-first approach, aligning itself with what Clapboard’s 12-format taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, anchoring the brand’s recall and desirability in the personas and chemistry of its headline stars rather than a functional features showcase. By staging Ray-Ban Meta as a lifestyle enabler in a narrative that fuses irreverence, digital artistry, and star power, the campaign speaks to a market defined by experiential tech and social virality, consciously pulling parallels to the likes of premium wearable players but refusing to be boxed in by the category’s usual devices. Engagement figures—over 360,000 views within the US market—substantiate the creative’s resonance, and the campaign’s social activation extends the reach by turning celebrity antics into conversation fodder among consumers inclined to see their own cultural curiosities reflected by technology brands. Clapboard rates this 70/100. For an industry where category conventions often reduce wearable tech to functionality or incremental innovation, this campaign demonstrates the sharpened impact of letting narrative, celebrity, and humor build emotional availability for the brand, even when the product narrative sits at a playful arm’s length.

Credits

Client

Meta, Ray-Ban

Category Mind Map

48%

The 'Hey Meta, who eats art?' campaign leverages Meta and Ray-Ban’s collaboration to position Ray-Ban Meta glasses as a cutting-edge convergence of technology, style, and cultural engagement. By enlisting high-profile celebrities Chris Hemsworth, Chris Pratt, and Kris Jenner, the campaign emphasizes the glasses’ ability to transform how users experience and interact with their environment—in this case, through a playful, visually-driven narrative set in an unconventional art gallery. This suggests a brand proposition centered on innovation, immersive augmented experiences, and cultural relevance, promising users a unique blend of entertainment and technological sophistication. Strategically, the campaign uses a creative angle that fuses celebrity appeal with an offbeat, narrative-driven concept to capture audience attention during a high-visibility moment, specifically a Game Day event. The choice to depict the celebrities navigating bizarre art installations and the infamous $6 million banana stunt taps into contemporary pop culture and viral moments, offering humor and intrigue that resonate with a digitally savvy audience. The involvement of Kris Jenner delivering the unexpected tagline adds an element of surprise and social media virality, reinforcing brand recall. The campaign insight appears rooted in the understanding that the target demographic values immersive tech experiences that are both functional and culturally engaging. By integrating VFX and storytelling, the brand harnesses entertainment to demonstrate product capabilities indirectly, making the technology approachable while aligning with lifestyle aspirations. The campaign’s strong social engagement signals effective audience connection through digital platforms, positioning Ray-Ban Meta glasses as a desirable, forward-thinking accessory within the competitive electronics and wearable tech market.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on the high-profile celebrity trio of Chris Hemsworth, Chris Pratt, and Kris Jenner, leveraging their iconic personalities and public personas to draw attention and engagement. The creative revolves around their interactions and antics within an art gallery setting, with humorous chaos involving a “$6M banana fiasco,” rather than focusing on direct product demonstration or a linear story arc with decisive product intervention. The choice of three renowned celebrities as the driving force, framed for a “Game Day spot” and orchestrated by a notable director, exemplifies the Ongoing Characters or Celebrities format. The stars anchor the campaign’s memorability and deliverability, making the product itself secondary to the entertainment and star power, thus uniquely positioning the brand through association and celebrity-driven recall rather than narrative resolution or explicit benefit demonstration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Apple – Market Positioning Apple leverages its ecosystem dominance and premium design to offer seamless integration across devices, emphasizing user privacy, intuitive AR capabilities, and aspirational lifestyle appeal. Their strategic focus on innovation and a strong brand experience positions them as a leader in smart wearable and AR markets. 2. Google – Market Positioning Google distinguishes itself through cutting-edge AI and software-driven innovation, combining its vast data resources with advanced AR and wearable technology. Their approach centers on utility, cloud integration, and accessibility, targeting productivity-oriented consumers and tech enthusiasts. 3. Snap Inc. – Market Positioning Snap Inc. focuses on social-first AR experiences with its Spectacles, blending fashion with digital interactivity. Their youth-centric strategy leverages strong social media engagement and real-time augmented reality to create immersive, sharable moments that integrate digital content into everyday life. 4. Bose – Market Positioning Bose positions itself as a premium audio and wearable technology brand, emphasizing superior sound quality, noise cancellation, and comfort. Its focus on enhanced user experience through hardware excellence differentiates it in the electronic wearable devices market, particularly for audio-centric smart glasses. 5. Sony – Market Positioning Sony combines its expertise in entertainment, imaging, and electronics to deliver high-quality, multifunctional smart wearable devices. Their market strategy blends immersive content capabilities with sleek design, targeting tech-savvy consumers who value innovation in both audio-visual and wearable tech features.

Q: What is Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses about? A: Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses is a 2025 campaign from Meta and Ray-Ban, launched in the United States and directed by Matthew Vaughn. The campaign centers on Chris Hemsworth, Chris Pratt, and Kris Jenner navigating a surreal art gallery while wearing Ray-Ban Meta glasses, culminating in a chaotic $6 million banana fiasco. The film uses humor, celebrity appeal, and visual effects to position the glasses as a bridge between technology, culture, and entertainment, engaging audiences during a high-profile Game Day event and driving digital engagement through Ray-Ban Meta’s YouTube channel. Q: What creative device does Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses use? A: Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy. The campaign leverages the star power of Chris Hemsworth, Chris Pratt, and Kris Jenner, focusing on their personalities and interactions within an unconventional art gallery setting. Rather than a direct product demonstration, the narrative relies on celebrity-driven recall, humor, and memorable moments, making the product secondary to the entertainment value and cultural resonance delivered by its high-profile cast. Q: What is the campaign proposition for Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses? A: The campaign proposition for Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses positions Ray-Ban Meta glasses as a fusion of technological innovation, style, and cultural relevance. By enlisting major celebrities and setting the action in a playful, visually rich art gallery, the campaign targets digitally savvy consumers who value immersive, culturally engaging tech experiences. The narrative highlights how Ray-Ban Meta glasses can transform the way users interact with their environment, aligning the product with lifestyle aspirations and reinforcing its status as a forward-thinking accessory within the electronic devices market. Q: How does Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses rank in Clapboard's archive? A: In Clapboard’s archive, Hey Meta, Who Eats Art? Ft. Chris Hemsworth, Chris Pratt and Kris Jenner | Ray-Ban Meta Glasses holds a Clapboard Campaign Score of 70/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Meta, Ray-Ban's category? A: In the electronic devices and wearable tech category, Meta and Ray-Ban compete with several major brands. Apple commands the market with its integrated ecosystem and aspirational design, emphasizing privacy and seamless AR experiences. Google differentiates through AI-driven innovation and productivity-focused wearable technology. Snap Inc. targets younger consumers with social-first AR spectacles that blend fashion and real-time digital interactivity. Bose focuses on premium audio quality and comfort in smart glasses, while Sony leverages its entertainment and imaging expertise to deliver multifunctional, design-led wearable devices for tech-savvy users.