Global music icon Beyoncé stars in new Levi’s advertising campaign

The first chapter in the campaign reworks the 1985 ad ‘Launderette’ with Beyoncé in the lead role, and direction by filmmaker Melina Matsoukas.  

Levi’s campaign is a global one and includes television, OOH, digital, social media, print, brand activations and exclusive products. The campaign was created with agency TBWA\Chiat\Day (Los Angeles) and produced by de la Revolućion/Prettybird. 

According to a press release, the brand’s partnership with Beyoncé comes after she included a song titled ‘Levii’s Jeans’ on her country music-inspired album ‘Cowboy Carter’. The album was released in March 2024. 

Breaking and building the codes of culture 

“The Levi’s brand has, and always will, be the unofficial uniform for those moving forward in the pursuit of better,” says Kenny Mitchell, Global Chief Marketing Officer of the Levi’s brand at Levi Strauss & Co. “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.” 

Comments Beyoncé: “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 honouring their strength.” 

According to the industry news website Marketing Dive, “Levi’s latest campaign puts the denim marketer at the forefront of pop culture thanks to the megawatt star power of Beyoncé, connecting its longstanding brand identity with a figure who has become a force in the worlds of music, art and fashion”. 

You can watch the advertisement on YouTube here.