Logitech sold enough keyboards, mice and PC webcams during the pandemic to pay for its first-ever Super Bowl commercial. The 60-second spot, titled “Defy Logic,” airs during the game’s first quarter on February 7, and features rapper and songwriter Lil Nas X.
The documentary-style ad shows how artists and other creatives use Logitech products for their work. It features Lil Nas X writing and recording a song along with graphic and visual artists; garlands; musicians; and climate, gender equality and education reform activists showcasing their Logitech assets.
In May, Logitech reported that sales of its products were booming as the pandemic kept millions of people in work and education at home. Sales of its video collaboration products – including cameras, microphones and software used in online meetings – were up 60 percent year over year, with accessories such as tablets and webcams seeing double-digit growth. The company reported that sales were up 13.6 percent in the three months ended March 31.
Earlier this month, Logitech reported that its third-quarter revenue was up 85 percent year over year to $ 1.67 billion, with PC webcam sales more than quadrupling to $ 132 million and sales of its video collaboration products more than tripling to a record $ 293 million.
Logitech didn’t say how much it paid for the Super Bowl commercial, but 30-second spots go to a reported $ 5.5 million. The company says it plans to air a 30-second version of its Defy Logic ad at the Grammy Awards in March.