Snap Hires Tony Stark to Make Its $2,195 Smart Glasses Look Cool
Robert Downey Jr. is now the honorary chief customer experience officer for Snap's SPECS augmented-reality glasses, testing them on golf, painting, and whatever else makes a gadget feel less dorky.
Snap has recruited the actor most associated with wearing a fictional supercomputer to help sell a real one. Robert Downey Jr. has joined SPECS, Snap's see-through augmented-reality glasses, as honorary chief customer experience officer, the company announced. The title is explicitly creative and advisory rather than operational: Downey Jr. will help explain what the glasses can do, work with SPECS teams on new Lens experiences, and develop original content, with ambitions that stretch from entertainment and education to medicine, engineering, and manufacturing.
"Trying is believing," Downey Jr. said, adding that he was "absolutely sold on SPECS within 40 seconds" after testing other wearables he found unimpressive. Snap co-founder and CEO Evan Spiegel called it an honor to work with him on bringing the SPECS vision to life. The partnership's first project is a series of short episodes testing the glasses on everyday tasks, including elevating a workspace, mastering a golf swing, relaxing with an entertaining show, and developing artistic skills, all now live on the SPECS website and YouTube.
The deal debuted on broadcast during the New York Knicks-Philadelphia 76ers tip-off game, and a new episode is set to air during Game 1 of the World Series on Friday, October 23, timing clearly built to put a $2,195 pair of glasses in front of the biggest sports audiences of the fall.
Source: Snap Newsroom
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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