By Kendra Barnett, Associate Editor

March 14, 2022 | 3 min read

Logitech-owned speaker and earbud brand Ultimate Ears has unveiled a colorful new spot featuring rapper Lil Nas X. The campaign compares Nas’s refusal to play by anyone’s rules but his own with the custom-fit UE Fits earbuds. It also builds on Logitech’s history of working with musicians, artists and creators.

Ultimate Ears, a Logitech International-owned brand that sells wireless speakers and earbuds, last week unveiled a new ad campaign starring Grammy-winning rapper and singer Lil Nas X.

The new campaign, ‘UE Fits [YOU],’ highlights the UE Fits, which Ultimate Ears bills as the first-ever wireless earbuds custom fit to users’ ears “with a perfect fit that makes them feel like an extension of yourself,” per a statement. The central message of the campaign is that, rather than trying to fit into the boundaries that society has laid out, everyone should embrace their individuality and dare the world to fit them instead – like the UE Fits earbuds.

The brand felt there was no better poster boy for this message than the Industry Baby rapper, who has been lauded in the media and across culture for his unabashed refusal to play by the status quo or live according to others’ expectations. “Lil Nas X plays by his own rules, making him a perfect ‘fit’ for UE Fits,” said Jonah Staw, Logitech’s president and general manager of Ultimate Ears Earbuds, in a statement.

Lil Nas X wearing pink

In the spot, the rapper sports a bold, two-piece magenta outfit. Popping in his UE Fits, he’s transported to a trippy, tropical world of pink butterflies, vaporwave-like skies and bright flora. He rocks out to his hit 2021 single That’s What I Want, bobbing his head and playing air drums. As the 30-second spot comes to a close, superimposed text reads: “UE Fits [Lil Nas X],” which then transitions to read: “UE Fits [You].”

The pop icon is not new to brand deals. Last year, he made headlines when he teamed up with Elton John in a raucous Uber Eats ad. In a more cheeky stunt, his music video for That’s What I Want, released in September 2021, included a subtle Durex condoms brand placement.

The new Ultimate Ears campaign, developed by Logitech’s internal creatives with visual effects by Westbrook Media, builds on Logitech’s ongoing support to emerging artists and creators. UE Fits has launched ad creative featuring musicians and philanthropists Willow Smith and Jaden Smith. Last year, Ultimate Ears also teamed up with designer Ini Archibong and filmmaker Hassan Rahim to produce a short film, titled ‘Odyssey in Sound,’ an artsy, highly sensory film that highlights the intersection of where “art meets technology,” per the company’s site.

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