Beyoncé in underwear is going to attract attention. The bid for attention was created by TBWA\Chiat\Day LA for Levi’s, continuing the brand’s push to regain its fashion cred.
The campaign, Reiimagine, will reinterpret several of the brand’s mostr famous advertisements. The first commercial with Beyoncé, Launderette, features the song, Levii’s Jeans, from her Cowboy Carter album and is a reimagining of Levi’s class 1985 commercial of the same name, that also reinvigorated Marvin Gaye’s I Heard It Through the Grapevine, giving it another go on the Billboard charts. The campaign “celebrates the Levi’s brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike,” the brand stated.
Beyoncé’s Launderette commercial was directed by Melina Matsoukas and produced by de la Revolućion/Prettybird.
The full campaign will include television, out-of-home creative materials, digital, social media, print, brand activations and exclusive products. It kicked off with digital projections in key markets such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come.
“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture,” stated Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “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.”
Levi’s new direction, to be at the centre of culture, began in March with an open global casting call, #LevisOpenCall, to be part of a new exclusive film, The Floor is Yours, in partnership with Grammy winner, producer and DJ, Kaytranada. It was the first work by TBWA\Chiat\Day LA after it became Levi’s creative and social agency of record.