Beyoncé recruited for Levi’s nostalgic ‘REIIMAGINE’ campaign
Levi’s, has tapped US music star Beyoncé to star in its latest global campaign, inclusive of Australia.
Playing off the singer’s 2024 song she shares with rapper Post Malone – LEVII’S JEANS from her eighth studio album, the country, genre-bending Cowboy Carter – the ‘REIIMAGINE’ campaign reworks “classic Levi’s looks and films” through a number of chapters, reinterpreting the brand’s iconic advertisements for a modern audience “through the transformative vision of” Melina Matsoukas – a filmmaker who directed the music video for Beyoncé’s Formation in 2016.
The platform’s first chapter, ‘Laundrette’, is a reimagining of the brand’s 1985 commercial. This time, the Crazy in Love hitmaker is at the centre of a 30-second spot that sees her enter a laundromat to wash her Levi’s, while her aforementioned track plays over the top.
‘Laundrette’ was filmed by award-winning cinematographer, Marcell Rév, known for his work on HBO’s Euphoria. Levi’s has also tapped photographer Mason Poole to capture “a collection of timeless campaign imagery”, allowing Beyoncé to slot into the pantheon of entertainment icons who have been photographed in Levi’s denim, such as Marilyn Monroe and Marlon Brando.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé explained.
“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 Levi’s® brand has and always will be the unofficial uniform for those moving forward in the pursuit of better,” added the brand’s global chief marketing officer at Levi Strauss & Co, Kenny Mitchell.
“We believe a key part of that is continuously breaking and building the codes of culture.
“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.”
Conceived via “TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD”, and officially launched worldwide on September 30, the integrated platform is in market across brand activations, social media, out-of-home (OOH), exclusive products, digital, television and print.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Beyonce
de la revolućion/PRETTYBIRD
denim
jeans
Kenny Mitchell
Levi Strauss & Co
Levi's
Marcell Rév
Melina Matsoukas
post malone
TBWA\Chiat\Day LA
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