Lizzo goes down a tech-enabled “rabbit hole” in new campaign for Logitech

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In a video showcasing her brand new single, Grammy-winning rapper, singer and flautist Lizzo works at a computer dressed in yellow, matching her equally shiny mouse. Seconds later, she leans into a webcam, carrying her through an internet-connected mirror as the song begins.

Down the rabbit hole, Lizzo dances to a giant black and yellow keyboard before diving through another camera lens and into a realm of faces on screens, falling deeper and deeper before returning to the keyboard.

But this is no ordinary music video. It’s a new campaign for Logitech, which debuts today with the pop star as the main character.

Talk with Forbes of the campaign, Lizzo – whose real name is Melissa Jefferson – said the video “definitely made me feel like I was Alice in Wonderland… The analog girl in a literal digital world”.

“It’s like this whole really cool rabbit hole of an experiment on the world that we’re building digitally,” she said in an interview. “I obviously used it to my advantage: I love social media, I connect with my fans and I connect with myself through them. I think anything is possible in this new world.

There’s also an irony about Lizzo starring in a campaign for Logitech: although she describes herself as “so bad at tech,” she’s also savvy with it. She joked that it’s just “the material and I don’t get along”.

“It’s what’s happening, it’s the world created by technology that I really understand and understand and can speak the language of,” she said. “So that was really a great metaphor of me being like ‘How do you work that camera’ and then I’m dropped into this world to be free and then dance and then fly through the sky and witness all these other great creators and connect with them and marvel with them.

Despite the music’s upbeat tone, an array of bright colors that are indeed trippy enough to be drawn from Lewis Carroll’s classic story, the lyrics also deliver an honest message that has nothing to do with technology:

“I woke up this morning to someone in a video talking about something I posted in the video.

Fame is fairly new but I’ve gotten used to people judging me.

That’s why I moved away, moved away, and why I’m so in love with myself.

I’m used to feeling alone.

So I thought I’d let you know.

In case no one told you today that you’re special.

In case no one made you think you’re special.

According to Lizzo, Logitech’s campaign was “moving into new waters, a new frontier, especially when that was how it was before.”

“I feel like I definitely represent a lot of the ‘new’ version of things,” Lizzo said. “The new beauty standard, the new pop star, you know, the new rule breaker, and how there are no more rules. I definitely identify with those things and represent them, and that was good to align myself with a campaign that was there to break the rules with me.

The multi-million dollar campaign is part of Logitech’s plan to market its cameras, keyboards, microphones and mice to the masses. Although the company generally focuses on marketing particular products, it is making concerted efforts to reach a younger and more diverse audience. The campaign, called “Defy Logic,” will run on cable, connected TV, online video, outdoor ads, digital media and social platforms.

According to Najoh Tita-Reid, Logitech’s global marketing director, Lizzo has “defied logic from the day she took the stage.”

“The way we approached Lizzo was really about understanding her passions and how we could play a part in enabling that and understanding her ‘whys’ passion – not just her art, but also the impact she works to have on the world,” Tita- said Reid.

The ad also aims to show how the jobs are different than they used to be, whether it’s entertaining fans, making art without a brush, coding for music instead of just for a job, to work from anywhere or to define what a CEO means beyond the status quo.

“It’s really about juxtaposition and how the old ways and the old world are really forcing us to rewrite the world,” Tita-Reid said. “That’s what this new generation is doing. They’re rewriting the rules, they’re rewriting the world on their own terms, and they really showed us that.

Asked about her new song and how it fits into Logitech’s campaign, Lizzo declined to comment. Tita-Reid also declined to comment other than to say “we’re really inspired by Lizzo and all of her music…She really defies logic in her lyrics, in her music.”

So what attracted Lizzo to Logitech?

“I get a ton of offers,” Lizzo said. “There was something about this one that made me feel appreciated and seen. It made me think, ‘Damn, I’m finally being celebrated for celebrating myself.’

This isn’t the first time Lizzo has worked with a brand on a campaign. In 2018 she worked with ModCloth and in 2019 she partnered with Urban Decay as her first major partnership with a beauty brand. In 2020, she collaborated with Australian eyewear brand Quay to promote voting in the United States while raising funds for Feeding America. Last year, she teamed up with Dove for the Unilever brand self-esteem project, posting an “unedited” selfie to promote body positivity.

When asked how she chooses brands to work with, Lizzo replied, “I’m looking for the heart.”

“With Logitech, talking to the CMO and how she really cares about me as a black woman as a black designer, me as a pop star, it was warm and real,” she said.

Along with Lizzo, Logitech is working with several others for the “Defy Logic” campaign, including comedian Elsa Majimbo, social media personality Bretman Rock, coder-producer DJ_Dave, gamer Danucd, digital artist Defaced and fashion designer Cheris Rogers. (Lizzo pointed out that Bretman Rock is one of her favorite designers.)

“The common thread that ties them all together is that they are all creators who challenge the status quo,” said Tita-Reid. “They are all paving the way for everyone to be able to pursue their passions and for the right and ability to pursue their passion.”

This is the second year for Logitech’s “Defy Logitech,” following its first Super Bowl ad last year, which featured Lil Nas X and premiered his song “Montero (Call Me By Your Name)”. When asked why Logitech is launching the new campaign ahead of next month’s Super Bowl rather than making a return appearance, Tita-Reid said the company is working to deliver more consistent advertising and also wants to anticipate the Olympics. winter and Super Bowl LVI.

“I feel like I definitely represent a lot of the ‘new’ version of things. The new beauty standard, the new pop star, you know, the new rule breaker, and how there’s no more I definitely identify with those things and represent them.

Lizzo

Over the past two years, Logitech has increasingly worked with creators to promote its products. In October, the company launched a new campaign featuring Miley Cyrus, comedians Rhett & Link, pop duo The Veronicas and musician Wowkie Da. Last year, a separate campaign celebrated dozens of diverse designers while raising money for charity.

“The difference is the respect that people have for this community and understanding that they are an economy unto themselves,” Tita-Reid said. “Instead of exploiting them and supporting their own ambition, it really should be reversed if you want to be relevant, and it should be about how you enable their success and what your role is in enabling them versus just them. enable your success.”

While the company didn’t release details on the total cost or what the company is paying Lizzo or any of the other partners, Tita-Reid said it was “probably the biggest brand campaign we’ve done,” adding that the biggest brand campaigns in recent years are “more justified” as the company has expanded its range of audiences.

“When you look at Logitech, people may have thought of us as being more for office workers in the past,” Tita-Reid said. “And now we’re really working to support the business-to-business community, people who work in offices, people who work hybridly, people who are studying, people who are creators.”

By spending millions more on marketing, Logitech is strengthening its brand

Logitech has steadily increased its investment in marketing spend. According to the company third quarter 2022 results released this week, Logitech spent $779 million in the first nine months of last year, up from $496.5 million in the same period a year earlier. Since spending $182 billion on advertising in 2016, Logitech has increased spending by $20 million to $40 million each year, according to the research firm. Statistical. (The company estimated advertising costs for 2021 to be around $450 million, up from $299 million in 2020.)

Logitech is one of many companies that have benefited from the remote work boom over the past two years as people stock up on office supplies from home. Earlier this week, the company beat Wall Street expectations for its third-quarter 2022 results with $1.63 billion in revenue. During the company’s earnings call on Tuesday, Logitech Chief Financial Officer Nate Olmstead said, “We still have a lot of opportunity just by increasing awareness of the quality of these products and the quality experience”.

“I think our strategy over the last few years and continues to be, try to rely less on promotion to generate the revenue to drive the business and invest in marketing and raise awareness,” Olmstead noted. “And I think that’s a healthier way to grow in the long term. So, in the short and long term, this is our strategy.

Many of the technical features of the film will be familiar to anyone who has spent the past two years working, studying or otherwise living from home during the Covid-19 pandemic.

When asked how her own relationship with technology has changed in the age of isolation, she replied “we have to be careful about this strange addiction”.

“I think it’s a beautiful thing, but as humans we also know that what we do best is here in nature, with ourselves and the physical world,” Lizzo said. “But I think it’s great that we’ve created these new kinds of precedents with technology. Like a conference room is now on my laptop and I can wear sweatpants underneath and a Gucci button on top and call it a day… If we do it the right way, it could be so costly for us and our relationship with each other.”

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