• by Fern Siegel , Yesterday

Mother Los Angeles and Oakley Meta are celebrating the New York Knicks’ historic NBA championship win in a novel way. A giant billboard outside Madison Square Garden features longtime fan Spike Lee wearing Meta glasses.

The film director sports Oakley Meta HSTN Performance AI Glasses in the out-of-home ad, with a cheering Knicks crowd reflected in the lenses. The ad run through June 19.

The copy reads: “Who's Got The Best Fans?” The quick creative turnaround illustrates the agency and brand’s ability to capitalize on a singular moment in sports culture. And it promotes what it terms “athletic intelligence.”

The smart glasses combine Oakley’s lightweight frames with Meta's AI tech. The wearable tech lets users listen to music, take photos and use AI hands-free.

Ben Bliss, group creative director, Mother, told Agency Daily:“Spike Lee is synonymous with the Knicks: a permanent fixture at The Garden, the embodiment of the organization’s heart and soul. He’s the perfect person to deliver a message to fans the world over. Lucky for us, we’d built a great rapport on the Super Bowl shoot, and we were able to quickly land a message that nailed the mood.”

Earlier this year, Lee was among various sports stars, including Olympians Sky Brown, Kate Courtney and Sunny Choi, who appeared in Oakley Meta’s “Athletic Intelligence” campaign.

Mother LA’s creative also includes Sonic Drive-in, EA and Buick.