Levi’s and Beyoncé recreate another iconic denim ad

Levi’s and Beyoncé are back together, tackling another retelling of the denim brand’s historic ads. Today, the clothier released “Pool Hall,” the second chapter of the “Reiimagine” campaign it began with the singer in September, following the Levi’s shoutout on her “Cowboy Carter” country album last year. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today The new 15-second spot shows a denim-outfitted Beyoncé competing in a pool match with actor Timothy Olyphant as her song “Levii’s Jeans” plays. The ad, the second of a four-part series remaking some of Levi’s most memorable ads, follows the singer’s Grammy wins of Album of the Year, Best Country Album and Best Country Duo/Group Performance for “Cowboy Carter” earlier this month. “Pool Hall” reimagines a similar Levi’s spot from 1991 for the brand’s 501 jeans. In that ad, a young man wagers the jeans he is wearing in a game of pool as The Clash’s “Should I Stay Or Should I Go” plays. Levi’s emailed its customers on Monday morning promoting the latest collaboration. “Join us as we reimagine the next iconic story from our past with Beyoncé,” read the “It’s in her jeans” email, which showed Beyoncé in a denim vest and boot-cut jeans. As with the first spot of the campaign, Levi’s worked with TBWA\Chiat\Day LA on conceiving the new spot; Revolućion/Prettybird produced and Melina Matsoukas directed. The new ad will run on TV and digital channels, as well as in out-of-home and on social media. The brand also plans to invite customers around the world to offer their own reimaginations in an activation driven by Levi’s creators. The first chapter of the campaign, “Launderette,” took a similar gender-swapping stance with Beyoncé in the main role. The ad retold Levi’s iconic launderette spot from 1985, in which British singer Nick Kamen stripped to his boxer shorts as he washed his 501 jeans. Levi’s new spot is the latest example of brands turning to their archives to create fresh content as marketers continue to be inspired by the past. Levi’s is one of several brands that employs a historian.

Levi’s and Beyoncé recreate another iconic denim ad

Featured Stories