Beyoncé and Levi’s first teamed as much as recreate the model’s iconic Laundrette adverts 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 gained 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 profitable denims draped over her shoulder.
“The marketing campaign represents a brand new stage and scale of collaboration that has put ladies on the heart of the narrative, and set in movement a brand new, iconic chapter in Levis historical past,” stated Kenny Mitchell, chief advertising officer (CMO) at Levis Strauss & co, in an announcement.
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 inventive 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 profitable director Melina Matsouka introduced the advert to life.
A Profitable Denims Marketing campaign
Thus far, the partnership between Beyoncé and Levi’s has been a hit for the denims large.
In July, mother or father 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 Gasoline name-checked Beyoncé as a driver of its progress.
“We proceed to put money into the model by way of international advertising initiatives and impactful activations, making certain the Levi’s model stays on the heart of tradition,” stated Gasoline on the earnings name. She pointed to “Chapter 3: Fridge,” a remake of Levi’s 1988 advert “Fridge,” for instance.
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.
