Chris Pratt and Chris Hemsworth wear Ray-Ban Meta smart glasses in Super Bowl commercial

Meta returns to the Super Bowl for the first time since 2022 with a commercial featuring a pair of star-studded Chrises.

Actors Chris Pratt and Chris Hemsworth to promote Meta’s Ray-Ban smart glassesan AI-powered wearable technology that allows users to capture photos and videos, listen to music, make calls and send text messages using voice commands, and much more.

Meta has not revealed which agency is behind the upcoming spot, or when it will air during the match.

In 2022, Meta worked with Anomaly LA on a 60-second spot, “Old friends, new fun” to promote its push into the metaverse. The ad highlighted its Meta Quest 2 immersive headset by recreating an old hangout called Questy’s, where friends used it together, in virtual reality.

The ad, released shortly after Meta was rebranded as Facebook and amid an aggressive push toward virtual reality, aimed to show that the most important social interactions happen when you spend time with the people you love , whether in physical or virtual spaces.

Meta’s upcoming Super Bowl ad isn’t the first time the company has tapped stars to promote its technology. In October, Meta and Ray-Ban worked with Translation to create a spot featuring musicians Anderson .Paak, Tinashe and James Blake to highlight the hands-free capabilities of the glasses.

At its annual Connect conference last September, Meta CEO Mark Zuckerberg announced new AI integrations for glasses, such as live translation, memory and voice message recording. Meta recently extended its partnership with Ray-Ban owner EssilorLuxottica in the next decade.

Meta’s only other Super Bowl ad aired in 2020.

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