Cultural Partnerships
Lil Nas X (Logitech + UE)
Lil Nas X became a cross-brand creative partner connecting Logitech and Ultimate Ears to a new generation of creators and consumers. He appeared in Logitech’s high-profile “Defy Logic” Super Bowl campaign, while Ultimate Ears extended the partnership into UE FITS, using his boundary-breaking identity to reinforce themes of personalization, creativity, and self-expression. Together, the campaigns positioned technology products as tools for individuality, cultural participation, and creative freedom. Jonah led the UE work as General Manager of the Music Business, Logitech.
Tension.
Tech brands were talking at younger audiences, not with them. How do you connect authentically with a generation that values identity and creative disruption above all?
Action.
Activated Lil Nas X across Logitech’s first-ever Super Bowl ad — debuting “Montero” in the “Defy Logic” campaign — then extended the partnership into UE FITS, turning both brands into symbols of self-expression.
Clarity.
The most powerful marketing doesn’t sell a product. It aligns a brand with a movement the audience already believes in. Do that, and the audience sells it for you.
