ADVERTISING CAMPAIGNS

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

By our African Marketing Confederation News Team | 2024

This is the first chapter in the campaign, which reinterprets several of the brand’s iconic advertisements from past decades.

Jeans brand Levi’s has teamed up with pop star Beyoncé for a new campaign titled ‘Reiimagine’ that will reinterpret several of the brand’s iconic advertisements from the past.

Photo: Levi Strauss & Co

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. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.