Logitech sold enough PC keyboards, mice and webcams during the pandemic to be able to pay for its first Super Bowl commercial. The 60-second commercial, entitled “Defy Logic”, will air during the first quarter of the game on February 7 and will feature rapper and songwriter Lil Nas X.
The documentary-style ad highlights how artists and other creative types use Logitech products in their work. Shows Lil Nas X writing and recording a song, together with graphic and visual artists; streamers; musicians; and climate, gender equality and educational reform activists demonstrating their Logitech items.
In May, Logitech reported that sales of its products were growing, as the pandemic kept millions of people working and studying at home. Sales of its video collaboration products – which include cameras, microphones and software used in online meetings – have increased 60% year on year, with accessories like tablets and webcams showing double-digit growth. The company reported that sales increased 13.6 percent in the three months ended March 31.
Earlier this month, Logitech reported that its third-quarter sales increased 85% 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 tripled to a record $ 293 million.
Logitech did not say how much it paid for the Super Bowl commercial, but 30-second ads are running for $ 5.5 million. The company says it plans to display a 30-second version of its Defy Logic ad during the Grammy Awards in March.