Since its founding in 1873, the denim brand Levi’s® has witnessed major cultural movements and has been worn by every generation, gradually evolving into a timeless element of American culture. Even though it has a global presence, the brand remains a symbol of classic Americana. Having invented the blue jeans and growing into a statement of individuality and rebellion, Levi’s® is still at the heart of the US culture.
Aside from reflecting the American values, the brand is also known for the legendary ad campaigns it created, such as the “Launderette” 1985 spot, which reinterpreted the definition of denim, imagining it as a sexy clothing element. Levi’s® old campaigns were so iconic that the brand decided it is now time to reaffirm its position at the center of culture and narrate some of its ads from a modern point of view. And the “REIIMAGINE” campaign does just that: Starring megastar Beyoncé, the company blends nostalgia with contemporary influence to bring its heritage into the present.
Building on the release of the singer’s “LEVII’S JEANS,” a track from the “COWBOY CARTER” album and serving as the soundtrack of the campaign, “REIIMAGINE” will roll out in the form of a series of chapters. The first chapter, released in September 2024, draws inspiration from the 1985 “Launderette” ad and follows Beyoncé doing her laundry at a washhouse.
Following the success of the first ad, the brand has released the second chapter of the “REIIMAGINE” saga, the “Pool Hall.” Similar to the original ad dating back to 1991, the new spot also portrays Beyoncé as the protagonist — this time defeating actor Timothy Olyphant in a game of pool, all while confidently wearing a Levi’s® full denim look.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” said Beyoncé. “And when I think of all those things, I think of Levi’s®.” She continued, “For the second chapter in our collaboration we had even more fun in reimagining the denim on denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power.”
“Levi’s® has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” continued Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co. “Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s® and express their unique style.”
Both spots were reinterpreted in a modern style by filmmaker Melina Matsoukas, brought to life by Emmy Award-winning cinematographer Marcell Rév, with campaign imagery captured by photographer Mason Poole. Also, the spots were creatively led by TBWA\Chiat\Day LA agency and produced by de la revolućion / PRETTYBIRD. The fully integrated global campaign includes TV, OOH, digital, social media, and brand activations. Moreover, the social media accounts of the brand will feature extra style content from global creators, inspiring viewers to create their style.
CREDITS
Brand: Levi’s®
Agency: TBWA\Chiat\Day LA
