Beyoncé and Levi’s first teamed as much as recreate the model’s iconic Laundrette advertisements greater than a 12 months in the past. Now, the fourth and closing installment of the REIIMAGINE marketing campaign is out.
“Chapter 4: The Denim Cowboy” weaves the earlier three chapters of the sequence along with longer cuts and a further scene.
The 90-second spot reveals that Beyoncé received a pair of 501 denims off of the native pool shark portrayed by Timothy Oliphant—a personality first launched in “Chapter 2: Pool Corridor,” a remake of the same 1991 Levi’s advert.
She leaves the pool corridor decked out in denim and mounts a bike with the successful denims draped over her shoulder.
“The marketing campaign represents a brand new degree and scale of collaboration that has put girls on the heart of the narrative, and set in movement a brand new, iconic chapter in Levis historical past,” mentioned Kenny Mitchell, chief advertising officer (CMO) at Levis Strauss & co, in a press release.
The partnership between the style model and singer kicked off after the 35-time Grammy winner launched her nation album, “Cowboy Carter,” in March 2024.
The marketing campaign was developed by Levi’s artistic company of file TBWA/Chiat/Day LA in partnership with Parkwood Leisure and produced by de la revolućion/PRETTYBIRD. Like “Chapter 3: Fridge,” Grammy-award successful director Melina Matsouka introduced the advert to life.
A Profitable Denims Marketing campaign
Thus far, the partnership between Beyoncé and Levi’s has been successful for the denims large.
In July, mum or dad firm Levi Strauss & Co. reported $1.4 billion of gross sales within the second quarter, with internet revenues up by 6% on a reported foundation and 9% on an natural foundation in comparison with final 12 months.
Levi’s was up 9% globally on an natural foundation, and chief government Michelle Fuel name-checked Beyoncé as a driver of its development.
“We proceed to spend money on the model by means of international advertising initiatives and impactful activations, guaranteeing the Levi’s model stays on the heart of tradition,” mentioned Fuel on the earnings name. She pointed to “Chapter 3: Fridge,” a remake of Levi’s 1988 advert “Fridge,” for example.
Levi’s newest advert comes on the heels of one other denims advert from American Eagle, starring actress Sydney Sweeney making a pun about having “good genes,” that proved to be way more controversial.
