Levi’s iconic launderette ad is back with Beyoncé

By on Thursday, October 3, 2024

Levi’s has teamed up with global superstar Beyoncé for its latest campaign, inspired by the brand’s legacy.

This collaboration follows the release of Beyoncé’s track from her acclaimed album Cowboy Carter.

The campaign, directed by Melina Matsoukas, reinterprets classic Levi’s ads, including the iconic 1985 “Launderette” spot, with Beyoncé as the centerpiece.

The first film — inspired by BBH’s ‘Launderette’, the 1985 ad that famously reignited ‘I Heard It Through the Grapevine’ on the Billboard chard and spiked huge sales in boxer shorts.

Emphasizing Levi’s heritage as a symbol of self-expression, the campaign also explores the power of reimagining American iconography with a focus on female perspectives.

Kenny Mitchell, Levi’s Global CMO, highlighted the campaign’s role in redefining cultural codes and strengthening the brand’s women’s business. The launch includes TV, digital, and out-of-home elements in key global markets like New York, Paris, and Berlin.

Photographer Mason Poole and Emmy-winning cinematographer Marcell Rév contributed to the campaign’s bold visuals, adding Beyoncé to Levi’s long history of icons like Marlon Brando and Marilyn Monroe.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “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. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”

The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.

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