Technology company Logitech announced on Tuesday, the launch of their ‘DEFY LOGIC‘ campaign, which will feature inspiring people from many different fields, from creators to artists to activists.
However, the centrepiece of this campaign is the young Grammy Award-winning rapper, singer and songwriter Lil Nas X, who, staring straight into the camera for the campaign’s 60-second TV spot with a sparkly outfit to match his blue hair, begins his speech by saying “We stand there in defiance. We the makers, we the ground-breakers, we the creators, the streamers… and dreamers”.
In the video that will air at two major media events, during the first quarter of the Super Bowl game on February 7 and during the Grammy Awards in March, Lil Nas X also previews his upcoming song titled “Montero (Call Me by Your Name)”.
He continues his elocution, “We defy what logic says we should look like, sound like, be like. We defy genres, algorithms and entire industries. See we defy that little voice that says, ‘oh no we can’t’ with a roar back that says, ‘Oh yes we will!'”
Speaking about the new campaign, Lil Nas X said, “I got my start posting my songs and videos on social media; it opened up the world to me […] Logitech and I both want to support creators who are not afraid to be themselves, who need to speak their mind and share their passion”.
Heidi Arkinstall, chief marketing officer at Logitech, said in a statement “DEFY LOGIC celebrates people pursuing their passions and breaking new ground, despite what current conventions, past precedent or traditional thinking might suggest is possible”.
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”.
Regardless of the music, Lil Nas X, whose real is name Montero Lamar Hill, has over the past year become a style icon, a voice for LGBTQIA2+ youth and was recently named to the New York Times bestseller list for his children’s book C Is For Country.
Watch the ad below:
#Peace.Love.LilNasX
