Levi’s has returned to positive sales territory. That has come partly from doing things itself. The company has prioritised its own website, apps, and flagship stores, reducing reliance on third-party wholesalers. Now it is also moving away from a single agency of record to manage a flexible roster of agencies and specialised shops on a project by project approach.
TBWA\Chiat\Day has been agency of record since 2023.
TBWA\Chiat\Day’s first work for the brand was launched in March 2024, a campaign called The Floor is Yours that contemporised Levi’s by placing it in dance culture. The campaign also marked the 10th anniversary of the Live in Levi’s platform and was built around around the idea of Levi’s as the “unofficial uniform” for progress.
Later that year, Levi’s dug deeper into pop culture, beginning a trio of titillating commercials featuring Beyoncé – notably her arse. It also tapped into what was then a hot craze – country & western, and when Beyoncé’s rear had been captured in every pose possible, the campaign moved on to Shaboozey. This year, Levi’s-clad arses starred in the brand’s quirky attention-magnet Super Bowl ad, Backstory.
The country & western craze ebbed and waned as all trends do. Beyoncé has moved out of Gen Z’s world of influencers, and the “Gen Z age group” in every generation drive fashion.
Levi’s flirted with Gen Z in 2024, launching a mad romp by Munya Chawawa whose satirical comedy sketches began on Tik Tok and gained a burst of fandom with the young fashion forcefield:
It will be interesting to see what Levi’s does with its new flexible roster.
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