• by Fern Siegel , 2 hours ago

“Athletic Intelligence Is Here.” That declaration is courtesy of Oakley Meta, which produces performance AI glasses. The same-titled Super Bowl spot by Mother Los Angeles highlights its competitive edge for athletes. 

Spike Lee, Marshawn Lynch, iShowSpeed, PGA Tour breakout star Akshay Bhatia, as well as Olympians Sky Brown, Kate Courtney and Sunny Choi are featured in the brand's big game debut. 

The brand has two spots in the Super Bowl. The first 30-second ad airs in the first quarter, part two runs in the third. The 60-second version runs strictly on digital. Additional short-form content also airs on social media. The music is “Hyaena” by Travis Scott. 

The ad is visceral and immersive, recreating the experience of wearing Oakley Meta glasses in extraordinary situations. Viewers visually sample Oakley Meta’s two flagship products: HSTN and Vanguard.

"The goal was simple with Oakley Meta. 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,” director Antoine Bardou-Jacquet told Agency Daily.

The scenarios are exciting: iShowSpeed uses Meta AI and hands-free capabilities on Oakley Meta Vanguard to chase a moving plane for a social post. Marshawn Lynch uses open-ear audio to stream his Beast Mode playlist as he skydives, while filmmaker Spike Lee employs slow-motion feature on Oakley Meta HSTN to capture an amazing basketball dunk at Rucker Park.

“Athletic Intelligence Is Here” epitomizes the kind of work we love doing. Big ambition, cultural relevance, well-crafted and anchored by a great idea,” added Jed Cohen, Chief Creative Officer, Mother Los Angeles.

The agency's creative includes EA, Sonic Drive-in, Postmates and the LA Philharmonic.