After teasing the project earlier last week, Levi's has finally unveiled its highly anticipated collaboration with pop superstar Beyoncé.
Made in collaboration with the brand's agency of record TBWA/Chiat/Day LA, "Reiimagine" reinterprets some of the brand's most iconic ads, bringing its legacy to the forefront of pop culture to establish its position in the modern day.
Directed by renowned filmmaker Melina Matsoukas and shot by Emmy award winner Marcell Rév, the first of several spots to be released takes direct inspiration from "Launderette," an iconic Levi's ad from 1985 that put "I Heard It Through the Grapevine" back on Billboard charts.
Now, Beyoncé stars in a new "Launderette" commercial set to her chart-topping hit "Levii's Jeans" from the album "Cowboy Carter."
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In a press release, Queen Bey highlighted the impact of the song, which celebrates the ultimate piece of Americana.
"I am honored to work with Levi's to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me," she continued.
Beyoncé concluded by expressing her excitement for future efforts that will create new, innovative ways to empower and honor women.
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Levi's Global CMO Kenny Mitchell chimed in, highlighting the brand's status as the unofficial uniform of people striving for better things.
The fully integrated campaign will run across digital, social media, TV, OOH, and print, in major cities including Atlanta, Chicago, New York, San Francisco, Berlin, Houston, London, and Paris.
"Reiimagine" draws heavily on the brand's iconic legacy, a narrative that connects the past with the present.
Brand storytelling is a powerful tool that agencies can use to craft meaningful campaigns that will resonate with their audiences.
Queen Bey at the Cleaners
The 2024 remake of "Launderette" opens with Beyoncé in a flattering pair of Levi's as she walks into a laundromat.
With a denim cowboy hat on, she empties a bucket full of diamonds into a washing machine.
Undoing her belt, she pulls down her jeans and throws them into the washer, giving the camera a knowing smile.
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Now dressed in a white tee and a pair of Levi's underwear, she draws the attention of everyone else in the establishment as she walks over to take a seat.
The spot ends with her casually reading a newspaper with a smile on her face.
Founded in 1853, Levi's continues to strive to maintain its relevance today and keep growing its market.
The brand's previous effort with TBWA\Chiat\Day, which launched in March, featured dynamic footage of dancers in the iconic denim.
Editing by Katherine 'Makkie' Maclang
