“The brief was basically pretty simple: How do you bring Oakley Meta to life and [showcase that] it gives athletes an edge on and off the field?,” Kimberley Blanding, Meta’s global director of wearables marketing, told ADWEEK.
Mother developed a concept focused on centering the product itself—while also highlighting the versatility of that product across athletic activities. “There was a strong intent on not just focusing on super A-list talent celebrities like Spike Lee or Marshawn, and really showing the breadth of athletes that it can help,” said Ben Bliss, group creative director at Mother. Bliss added that the team wanted to “show a range of the types of places that Meta AI can actually provide real-time insights. That’s why you have a mix of things like skydiving, but you also have ultra running, and you also have skateboarding.”
The campaign, ‘Athletic Intelligence Is Here,’ will be extended in the coming weeks across digital and social channels.
In assessing the campaign’s overall performance and return on investment, Meta will be looking for a lift in awareness, sales, and traffic, Blanding said.
The exec declined to specify Meta’s total investment on the campaign.
In the lead-up to Super Bowl LX, NBCUniversal sold some 30-second spots for upwards of $10 million, with many going for around $8 million.
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