“As soon as I lower the price, you still run over like dogs,” Logitech promo video sparks outrage; brand says content removed and involved staff have been dealt with

Offensive line in promo ignites backlash

A short promotional clip for a Logitech (罗技) mouse has touched off a wave of anger in China after it reportedly included the line, “As soon as I lower the price, you still run over like dogs.” Netizens and commentators described the wording as demeaning and tone-deaf, and the video was widely shared and criticized on Chinese social platforms. Who was responsible for approving the copy? That question has been asked repeatedly as the clip circulated.

Company response and reported actions

Logitech said the content has been removed and that it has taken disciplinary measures against staff involved, it has been reported. The company issued a relatively swift damage-control response as complaints mounted. Independent verification of the personnel actions has not been published; reporting so far relies on the company’s statement and local media accounts.

Why it matters: marketing missteps in a sensitive market

The incident is the latest example of how quickly marketing gaffes can escalate in China’s hyperconnected environment, particularly when a foreign brand or global subsidiary is perceived as insensitive. It comes amid heightened scrutiny of international tech firms operating in China, and at a time when geopolitical frictions and trade tensions have made reputational missteps more consequential for market access and consumer trust. Reportedly, brands now face faster backlash and faster internal consequence cycles—whether that will change how global firms craft local messaging remains to be seen.