Breaking and Entering Advertising Podcast 2/3/26 8 AM ET – Meta’s Super Bowl Smart Glasses, Uber Eats’ Ad Game, OpenAI Tests Ads
Feb 3, 2026
Meta spotlights AI-enabled smart glasses framed as performance gear with athletes. Uber Eats turns its Super Bowl ad into an in-app game letting users remix footage and add celebrities. OpenAI quietly experiments with advertising inside its AI, testing small beta formats. Brand moves from Chobani and Macy's hint at big creative shifts.
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Smart Glasses As Performance Gear
- Meta frames smart glasses as athletic equipment rather than consumer gadgets to boost credibility.
- The Oakley Meta Vanguard and HST Pen emphasize hands-free AI features for real-time performance use.
Athletes Using Glasses In-Action
- The ad shows Marshawn Lynch asking his glasses to play his Beast Mode playlist before skydiving.
- Spike Lee films a slow-motion dunk and Akshay Bhatia checks weather mid-swing through the visor reflections.
Super Bowl Ad As Engagement Engine
- Uber Eats' Super Bowl play centers on engagement by turning an ad into an in-app creative tool.
- The goal is to drive usage against DoorDash, not awareness, by letting users remix unused footage into ads.