Levi’s stars world famous singer Beyoncé in its newest advert, the move follows on from the release of ‘Levii’s Jeans’, a track from the iconic 2024 album ‘Cowboy Carter”.
Drawing on the iconic status held by Beyoncé, the campaign – entitled ‘Reimagine’ – takes its inspiration from a range of classic Levi’s looks and films, with the first film inspired by the hit 1985 Levi’s advert ‘Launderette’.
“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better,” said Levi’s global chief marketing officer Kenny Mitchell.
“We believe a key part of that is continuously breaking and building the codes of culture.”
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He added: “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
The fully integrated campaign will span television, out-of-home, digital, social media, print, brand activations and exclusive products, with digital projections in key markets from London, to Paris, New York, Chicago, Berlin and Atlanta.
Conceived by TBWA, Chiat and Day LA, the campaign was created by filmmaker Melina Matsoukas and produced by la revolución and Prettybird.
The first film was brought to life through the lens of Emmy award-winning cinematographer Marcell Rév.
