Logitech sold enough keyboards, mice, and PC webcams during the pandemic that it can afford its first-ever Super Bowl commercial. The 60-second spot, titled “Defy Logic,” will air during the first quarter of the game on February 7th and feature rapper and songwriter Lil Nas X.
The documentary-style ad spotlights how artists and other creative types use Logitech products for their work. It shows Lil Nas X writing and recording a song, along with graphic and visual artists; streamers; musicians; and climate, gender equality, and education reform activists demonstrating their Logitech items.
In May, Logitech reported sales of its products were booming as the pandemic kept millions of people working and schooling from home. Sales of its video collaboration products — which include cameras, microphones, and software used in online meetings — increased by 60 percent year over year, with accessories like tablets and webcams seeing double-digit growth. The company reported sales were up 13.6 percent in the three months ending March 31st.
Earlier this month, Logitech reported its third-quarter sales were up 85 percent year over year to $1.67 billion, with sales of PC webcams 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 are going for a reported $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.