Logitech Launches New Brand Campaign ‘DEFY LOGIC’
February 02 2021 - 09:00AM
Business Wire
Campaign Ad Starring Lil Nas X and His Upcoming
Song “Montero (Call Me By Your Name)” to Air During Super Bowl
LV
Logitech (NASDAQ: LOGI) today announced the launch of a brand
campaign, DEFY LOGIC, featuring creators, artists and activists who
are defying expectations and breaking barriers to inspire and
change the world. The centerpiece of the new campaign is an ad that
will air during the Super Bowl, featuring GRAMMY-award winning
rapper and songwriter Lil Nas X and his upcoming song "Montero
(Call Me by Your Name).”
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210202005433/en/
Logitech Launches New Brand Campaign
‘DEFY LOGIC’ (Photo: Business Wire)
“DEFY LOGIC celebrates people pursuing their passions and
breaking new ground, despite what current conventions, past
precedent or traditional thinking might suggest is possible,” said
Heidi Arkinstall, chief marketing officer at Logitech. “By
spotlighting the stories of these extraordinary individuals, and on
such a major stage, Logitech hopes to support new generations of
creators, artists and activists ready to do amazing things that
defy logic.”
The campaign is running across broadcast, connected TV, social
platforms and streaming apps, and will be anchored by a high-impact
presence in two major media events: a sixty-second ad during the
Super Bowl on Sunday, February 7, and a thirty-second ad during the
63rd Annual GRAMMY Awards.
The creative is documentary-style, with the game-day spot
featuring vignettes highlighting diverse individuals pushing
boundaries in creative innovation, sustainability and equality—and
how Logitech products help enable them on their journey. The Lil
Nas X spotlight shares his creative process, including writing a
song, recording in the studio, and engaging with his fans on social
media. His feature in the campaign kicks off a multifaceted
partnership between Logitech and Lil Nas X, using his logic-defying
story to inspire and empower other young creators like him to share
their passions. You can read more about the partnership here.
In addition to Lil Nas X, the campaign features visual artists
YesYesNo (Zach Lieberman and MolMol Kuo), light artists NONOTAK
(Noemi Schipfer and Takami Nakamotol), graphic designer and
illustrator Mercedes Bazan, makeup artist Kimberley Margarita,
musician Yvette Young, and variety streamer Meg Kaylee. The
campaign also highlights change-makers in sustainability, diversity
and equality, including gender equality advocate and founder of
EnrichHER, Dr. Roshawnna Novellus; Intersectional Environmentalist
founder Leah Thomas; education activist Melz Owusu; and teenage
climate activists and Kids Against Plastic founders Amy and Ella
Meek. You can learn more about each in their spotlights here, and
you can view the full sixty-second spot that will air during the
Super Bowl here.
The DEFY LOGIC campaign highlights Logitech’s broader
commitments to extending human capability for all people equally,
within a sustainable world, and designing experiences that help
people create, achieve and enjoy more. The company has already
committed to designing for sustainability and diversity, equity
& inclusion. More information about Logitech’s brand campaign
is available at Logitech.com.
About Logitech
Logitech designs products that have an everyday place in
people's lives, connecting them to the digital experiences they
care about. Nearly 40 years ago, Logitech started connecting people
through computers, and now it’s a multi-brand company designing
products that bring people together through music, gaming, video,
and computing. Brands of Logitech include Logitech, Logitech G,
ASTRO Gaming, Streamlabs, Ultimate Ears, Jaybird and Blue
Microphones. Founded in 1981, and headquartered in Lausanne,
Switzerland, Logitech International is a Swiss public company
listed on the SIX Swiss Exchange (LOGN) and on the Nasdaq Global
Select Market (LOGI). Find Logitech at www.logitech.com, the
company blog or @Logitech.
Logitech and other Logitech marks are trademarks or registered
trademarks of Logitech Europe S.A and/or its affiliates in the U.S.
and other countries. All other trademarks are the property of their
respective owners. For more information about Logitech and its
products, visit the company’s website at www.logitech.com.
[LOGIIR]
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version on businesswire.com: https://www.businesswire.com/news/home/20210202005433/en/
Editorial Contact: Kris Sharbaugh Logitech 415-519-6526
ksharbaugh@logitech.com
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