Staring straight into the camera while rocking a sparkly blue outfit that matches his hair, the Grammy-winning “Old Town Road” rapper intones, “We stand there in defiance. We the makers, we the ground-breakers, we the creators, the streamers… and dreamers” over footage of young creatives using technology to whip up digital art, movies and content.
The 60-second spot that will air during Sunday’s (Feb. 7) big game between the Kansas City Chiefs and Tampa Bay Buccaneers unspools over the Spanish guitars featured in the MC’s yet-unreleased single, “Montero (Call Me by Your Name),” which derives its title from Nas’ birth name.
“DEFY LOGIC celebrates people pursuing their passions and breaking new ground, despite what current conventions, past precedent or traditional thinking might suggest is possible.” said Heidi Arkinstall, chief marketing officer at Logitech in a statement. “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.”
In addition to the other creative endeavors, the spot shows Lil Nas in the studio working on the song and interacting with fans on his socials. “We defy what logic says we should look like, sound like, be like,” he says urgently as the song’s swinging beat swells. “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!'”
“I got my start posting my songs and videos on social media; it opened up the world to me,” said Lil Nas in a statement. “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.”
Others featured in the spot include visual artists YesYesNo, light artists NONOTAK, graphic designer and illustrator Mercedes Bazan, makeup artist Kimberley Margarita, musician Yvette Young and variety streamer Meg Kaylee, as well as gender equality advocate and founder of EnrichHER, Dr. Roshawnna Novellus; Intersectional Environmentalist founder Leah Thomas; education activist Melz Owusu; and teenage climate activists and Kids Against Plastic founders Amy and Ella Meek.
Check out the ad below.