During the pandemic, Logitech sold enough keyboards, mice, and PC webcams to afford its very first Super Bowl ad. The 60-second spot, titled ‘Defy Logic’, airs on February 7 during the first quarter of the game and features rapper and songwriter Lil Nas X.
The documentary focuses on how artists and other creative types use Logitech products for their work. It shows how Lil Nas X writes and records a song, alongside graphic and visual artists; streamers; musicians; and climate, gender equality and education reform activists demonstrating their Logitech items.
In May, Logitech reported that sales of its products were booming as the pandemic sent millions of people home from work and school. Sales of video collaboration products – which include cameras, microphones and software used during online meetings – have increased year by year by 60 percent, with accessories such as tablets and webcams growing by double digits. The company reported that sales increased by 13.6 percent in the three months to March 31.
Earlier this month, Logitech reported third-quarter sales rose 85% year-on-year to $ 1.67 billion, with PC webcams more than quadrupling to $ 132 million, and sales of its video products collaboration more than tripled to a record $ 293 million.
Logitech did not say how much it paid for the Super Bowl ad, but 30-second prices totaled $ 5.5 million. The company says it plans to air a 30-second version of its Defy Logic ad during the Grammy Awards in March.