Self-Defiance: Logitech, “Defy Logic” (2021)

With its Super Bowl ad of 2021, Logitech burns off all the negative connotations of its name by hugging the creatives:

The contradictions here run as deep as you’d like them to. The creatives are the people who present themselves as nonstandard, but in readily typed ways. Their looks are brands. Their computers are standard industrial tools (“We define . . . entire industries”) and their productions are product, the latest standard consumer fare. They’ve all been hired for this ad.

Why are we not bored or disgusted by this commercial churning of our cultural pot? Because of the human appeal of the young faces that won’t let you not be on their side. The young people live the contradictions, including the weird self-defiance that for Logitech is just an ad gambit. Besides the emotionally layered look the young male lead (Lil Nas X) gives us at 0:02 and 0:56, my favorite of all the human hooks in this ad is the one older man glimpsed at 0:06 and 0:33 who delivers the reminder, as I would, that youth is survivable.

About Steve Smith

Emeritus Professor of Philosophy & Religious Studies at Millsaps College
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