Snap appoints actor Robert Downey Jr. as brand ambassador for AR glasses

Snap has enlisted actor Robert Downey Jr. to serve as a brand ambassador for its Spectacles augmented reality glasses. The company has released a series of promotional videos featuring the actor demonstrating various use cases for the device, ranging from sports coaching to digital entertainment.

In a departure from conventional advertising, one of the campaign videos depicts Downey discarding a box labeled "AI glasses," a move industry observers interpret as a targeted critique of competitors such as Meta. The partnership aims to increase visibility for Snap’s hardware division as it attempts to capture market share in the wearable tech sector.

Beyond his role as a spokesperson, Downey is expected to consult with the company’s internal teams on future augmented reality development. This collaboration signals Snap’s commitment to expanding its hardware business, which remains a secondary revenue stream compared to its primary social media platform.