Logitech Opts for TV’s Motion and Emotion

LOS ANGELES Logitech breaks a campaign on Sept. 8 designed to build awareness and demand for its cordless keyboards and mice for personal computers.

The effort, from Collaborate in San Francisco, includes three 30-second TV spots and two print ads tagged, “What will you do with all that freedom?” This is the first TV advertising for Logitech in the company’s 22-year history. Spending on the campaign was undisclosed, but sources estimated that Logitech would spent around $10 million in media.

TV spots will kick off on ABC’s Monday Night Football. One commercial, “Multi-Tasker,” opens with a cat walking through cords attached to a computer hard drive as a woman takes a telephone order. She moves her mouse to type, and the cat begins to play with it. Attempting to move the cat and balance her wired keyboard on her lap, she struggles to move between workstations and drops the telephone. Onscreen text: “Make multi-tasking less taxing.” The voiceover, which narrates all three spots, is: “The Logitech cordless keyboard and mouse. No cords to tie you up, slow you down or hold you back.” The ad then shows the woman happily using Logitech’s product. She slides across the room in her swivel chair in a triumphant gesture and runs over her cat.

A second ad, “Coffee Cup,” shows a man working in a home office. He frantically pulls on his mouse, unable to move it as close as he would like. He accidentally highlights text on his screen, shoves papers aside and ultimately, knocks over his cup of coffee. Copy states: “Don’t tangle with your mouse.” He is also shown with Logitech’s products, and as he relaxes and puts his feet on his desk, he once again knocks over his coffee mug.

“Lounge Chair” has a man attempting to push a leather lounge chair across a hardwood floor. He finally gets the chair in place. “Comfort is a very relative thing” is the text. The scene concludes with him sitting in his chair, operating a computer from across the room with his cordless keyboard on his lap and the mouse on the arm of the chair.

One print ad includes an image from “Coffee Cup,” with a man using Logitech products with at least 10 mugs of coffee on his desk. Copy is: “Go ahead, live dangerously.” A scene from “Lounge Chair” presents a man in flannel pants, T-shirt and socks sitting in the chair, operating his computer. Print ads will run in publications such as Newsweek, BusinessWeek and Sports Illustrated.

The effort, which will continue to run in 2004, targets adults, 25-54, with incomes of $75,000 and up. Direct mail and online and in-store promotions will complement the ad campaign.

While the Fremont, Calif.-based client has previously focused on channel promotion and advertising in vertical print and online media, the company chose to use television because “sight, sound, motion and emotion help convey the benefits of our cordless products—and because it’s time to reach out to a broader audience,” said Robin Selden, Logitech vice president of marketing, in a statement.

In addition to the U.S. effort, Logitech is rolling out a consumer print campaign in 22 European countries for the holiday retail season. The company is also stepping up integrated marketing and image advertising in the Asia-Pacific market.