But also pets in general, and Meta knows it.
The first few seconds of the ad aren’t about their newest glasses.
Wait, what?
All you see is a fluffy cat getting a head scratch.
Another Whiskas (Mars) ad? No product or logo was shown at all at first.
This is a very simple marketing formula, and is already on repeat at a global level.
Pets + catchy music + product
But there are at least three things I see this ad gets very right:
1. Win the first seconds
Most brands still save their best moment for the reveal. Meta does the opposite: it opens with something everyone feels instantly, then brings the product in once you’re already watching. In a feed, attention comes first. The product comes second.
2. Pets carry the story
This ad shows two animals: a cat in the cosy home scene and a dog in the beach-restaurant scene. But they aren’t showing just a random cat and a dog. They are showing you a British Shorthair (cat) and a Doberman (dog), both considered expensive breeds, proving exclusivity.
And listen to the line read aloud through the glasses: “Like he could go anywhere with me, and he would be happy… my love, I don’t deserve you.” (It’s not what you think).
The woman in the ad is Lisa (a famous K-Pop singer from Blackpink, the biggest girl group in the world) she’s not talking about a tech feature either. She’s talking about the bond every pet parent recognises, and the dream of taking them EVERYWHERE.
As someone in the field, I see this in more and more categories.
Tech, fashion, finance… pets are now the shortcut to emotion and trust.
So my advice to pet brands:
If everyone uses pets, your pet story has to be the most real one.
3. Launch at the right time
Google Glass came too early. Meta came at the right time.
Remember the hype back in 2013 with Google Glass?
Google had the tech but not the moment.
The AI wasn’t useful yet, the design looked too geeky, and people were afraid of being filmed. Today the ad shows the real use cases in seconds: messages read to you “Hey Meta, translate this” on a French menu. AI is everywhere now, and thanks to the Ray-Ban partnership, the glasses look like glasses people already want to wear.
Meta says it will offer 100+ glasses options by the end of the year.
This isn’t an experiment anymore. It’s a category.
Same lesson in all three:
Timing and emotion beat features. Still today.
So, would you wear them?
I think the collab with Ray-Ban is a super winner, as many of us love their classic sunglasses.
But including both a cat and a dog won my pet parent heart 🧡
PS. Song playing SaWaDiKa by Lisa (2026)
LinkedIn original post: www.linkedin.com/in/angels-bosch
