Beyoncé and Levi’s have teamed up again, the pop star using her massive appeal and fierce femininity again to reawaken the jeans brand’s position in pop culture.
This time, the commercial by TBWA\Chiat\Day LA – just 15 seconds long – references Levi’s 1991 classic spot, Pool Hall. It was directed by Melina Matsoukas and produced by de la revolućion/PRETTYBIRD with Beyoncé taking on Timothy Oliphant as a pool shark. It features the song, Levii’s Jeans, with Post Malone, from her Grammy-winning album, Cowboy Carter. (The original Pool Hall commercial features The Clash’s song, Should I Stay Or Should I Go).
The commercial follows Levi’s remake of its famous Laundrette commercial, that launched in October last year.
The new commercial begins a global campaign that covers television, digital, social media, out-of-home and brand activations. Additionally, the Levi’s brand’s social media will feature additional style content from global creators that encourages viewers to personalise their Levi’s and express their own style.
Hmmm:
