A woman on a video call with IT support happily discovers her new Logitech headset doesn’t need a dongle. She tosses her old dongle into a desk drawer, saying, “Can’t say I’ll miss ya, dongle.” The dongle, personified as a man in costume, finds himself in a dreary office with other obsolete tech — a dot-matrix printer, modem, and fax machine — all resigned to the “Department of Retired Office Technology.” The dongle has an existential crisis, screaming in horror as he realizes he’s been replaced.
The Formula (That Works at Any Budget)
Painful truth – Technology quickly becomes obsolete
The ad connects with the universal experience of cluttered “junk drawers” filled with outdated cables and accessories, highlighting how innovation can make old tech irrelevant overnight.
→ Lesson: Show how your product renders outdated solutions completely unnecessary.
Personification – Obsolete tech as forgotten office workers
Instead of just showing a dongle in a drawer, the ad brings it to life with personality and emotion, dramatizing obsolescence as a relatable, human dilemma shared by other retired devices.
→ Lesson: Turn abstract concepts like obsolescence into characters with emotional stories.
Single punchline – “Business ready. Dongle free.”
The ad delivers a simple, clear message focused on freedom from a common pain point — no more dongles needed.
→ Lesson: Keep your message direct and centered on the user benefit.
Humor Breakdown
The humor is surreal and absurd, reminiscent of a scene from The Office set in a tech purgatory. It elevates a minor frustration—the hassle of dongles—into a tragicomic narrative for the dongle itself, making the problem and solution memorable.
→ Lesson: Use humor to dramatize the emotional impact of a product feature, not just the feature itself.
Final Verdict
Logitech uses clever, character-driven storytelling to communicate a simple but powerful product benefit: wireless convenience without the clutter of dongles. By personifying the problem, the ad avoids technical jargon and creates a funny, memorable experience. This is a great example of turning a product feature into an emotional story that resonates with viewers.
BRAVE-o-meter Score
B-7 | R-8 | A-7 | V-8 | E-8
BRAVE – 7.6/10
Watch the full ad & learn more
Website: https://logitech.com
LinkedIn: Logitech on LinkedIn
