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.
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