US EditionLevi’s® Brand Debuts “Behind Every Original” Campaign With Super Bowl Film Highlighting Backstories and Backsides
Levi's global campaign features celebrities and everyday people to celebrate cultural impact and diversity, debuting a new anthem film during the Super Bowl.
- Debuting during the Super Bowl, Levi's launched the anthem film Backstory, directed by Kim Gehrig, marking its return after two decades.
- Levi's framed the campaign around its heritage span of more than 150 years, conceived with TBWA\Chiat\Day LA to translate legacy into living moments highlighted by Levi's arcuate stitching and Red Tab.
- Shot over six days in Los Angeles, Oklahoma City and London, the film features Doechii, ROSÉ, Shai Gilgeous-Alexander, Questlove, Stefanie Giesinger and Woody, with choreography by Robbie Blue and soundtrack including `Get Up Offa That Thing`.
- In a broadcast full of noise, critics noted industry creatives praised the Levi's spot as authentic and feel-good, while some questioned if the concept was too simple for the stage.
- The campaign will roll out across social, digital, in-store and out-of-home, leveraging Levi Strauss & Co.'s global footprint of approximately 120 countries and ~3,300 retail stores alongside $6.3 billion 2025 net revenues.
16 Articles
16 Articles
Levi's® Brand Debuts "Behind Every Original" Campaign With Super Bowl Film Highlighting Backstories and Backsides
SAN FRANCISCO -- The Levi’s® brand today launched “Behind Every Original,” a bold new global campaign that celebrates the people who push culture forward — with one cheeky twist. Debuting during the Super Bowl with the anthem film “Backstory,” directed by Kim Gehrig, the Levi’s® brand flips expectations by showcasing both celebrity icons and everyday Originals exclusively from the backside, letting them share their game-changing Levi’s® backstor…
Rosé Meets MrBeast at Super Bowl as Levi’s Puts Her Front and Center in New Campaign - ZAPZEE - Premier Korean Entertainment Magazine
Credit: MrBeast Instagram Rosé of BLACKPINK was spotted at the Super Bowl alongside YouTube megastar MrBeast. On February 9th, MrBeast shared a photo with Rosé on his Instagram, captioned simply, “I like football.” The two are seen smiling in the stands at Levi’s Stadium in Santa Clara, California. For the game, Rosé wore a sporty look featuring a denim jacket, black crop top, and mini skirt, finished with sunglasses for a relaxed but polished S…
Doechii Headlines Levi’s Super Bowl Commercial
Doechii Headlines Levi’s Super Bowl Commercial Santa Clara, Calif. — Grammy-winning rapper Doechii was placed front and center in Levi’s return to Super Bowl advertising, starring in the brand’s first Big Game commercial in more than 20 years as her career continues to gain mainstream momentum. The commercial aired during the second quarter of the Super Bowl, which is being held this year at Levi’s Stadium in Santa Clara, California. The spot fo…
[enter-talk] ROSE BECAME THE AMBASSADOR OF LEVI'S
She looks like a pop star, is tall and this suits herpost response:[+50][-10]original post: here1. [+11, -4]Rose definitely has that luxurious beauty2. [+8, -2]She's the most successful out of the BP members3. [+8, -1]She f*cking matches Levi's. Freaking nice4. [3, -10]I wish she'd get a boob job...5. [+1, 0]She's just a CF modelNew postNext Post✉ PC Stories
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