Meta’s Super Bowl ad, featuring Maurizio Cattelan’s infamous artwork “Comedian,” a banana duct-taped to a wall, has generated significant buzz. Here are the full details about the ad:
Overview of the Ad
- Stars and Setting: The commercial stars Chris Pratt, Chris Hemsworth, and Kris Jenner. It is set in what initially appears to be an upscale art gallery but is later revealed to be Kris Jenner’s home.
- Plot: Chris Pratt uses Meta AI-powered Ray-Ban glasses to identify artworks in the gallery. He comes across “Comedian” by Maurizio Cattelan and learns it is valued at $6.2 million. Meanwhile, Chris Hemsworth unknowingly eats a banana that looks like part of the artwork.
- Reaction: Pratt realizes what has happened and suggests finding another banana as a replacement. They search through Jenner’s refrigerator but are caught by her.
Key Moments
- The Banana Incident: When Hemsworth eats what appears to be part of “Comedian,” Pratt exclaims it was worth $6 million.
- Search for Replacement: Both actors rummage through Jenner’s fridge for another banana.
- Kris Jenner’s Reaction: She confronts them with “Who eats art?” before using her own Meta glasses to ask AI for legal assistance.
Artwork Background
- “Comedian” by Maurizio Cattelan:
- First showcased at Art Basel in Miami Beach in 2019.
- Initially sold for between $120,000 and $150,000 per version (three versions were sold).
- Later gained notoriety when rights including reproduction certificates were sold at Sotheby’s.
Technology Featured
- The ad highlights Meta’s AI technology integrated into Ray-Ban smart glasses:
- These glasses can identify artworks using voice commands (“Hey Meta”).
- They also support translation services among other features.
Marketing Strategy
- This campaign aims to increase mainstream appeal for Ray-Ban smart glasses:
- By featuring popular celebrities like Chris Hemsworth and Chris Pratt alongside Kris Jenner.
- A limited edition version of these glasses was announced specifically for Super Bowl viewership[4].
Overall, this ad combines humor with high-profile endorsements while showcasing advanced wearable technology from Meta and Ray-Ban[1][2][3].
Citations:
[1] https://galeriemagazine.com/maurizio-cattelan-duct-taped-banana-meta-super-bowl-ad/
[2] https://www.today.com/popculture/news/kris-jenner-chris-pratt-chris-hemsworth-meta-super-bowl-ad-rcna190206
[3] https://www.slashgear.com/1783660/meta-rayban-super-bowl-commercial-banana-art-chris-hemsworth-pratt/
[4] https://www.theverge.com/news/605306/ray-ban-meta-smart-glasses-super-bowl-ad-limited-edition
[5] https://www.adsoftheworld.com/campaigns/hey-meta-who-eats-art
[6] https://www.artnews.com/art-news/news/super-bowl-commercial-meta-ray-ban-maurizio-cattelan-hemsworth-jenner-pratt-banana-1234732013/
