Behind Levi’s first major brand campaign under its new CMO

Nine months after joining Levi’s as chief marketing officer, Kenny Mitchell is unveiling his first global push, a brand campaign and dance invitation to fans around the globe. Called “The Floor Is Yours,” the 60-second ad is this year’s iteration of the decade-long Live in Levi’s platform and the first from Levi’s new creative partner TBWA\Chiat\Day. “We did a fair amount of work trying to reveal the heart and spirit of the brand and we landed on the idea that Levi’s is the unofficial uniform of progress,” Mitchell said, noting that such direction helped inform the new campaign to use dance as a metaphor for movement and progress. In the video, a group of friends is inspired to make dance moves of their own after seeing a dance on TV. That “doer” mentality has long been associated with the Levi’s brand, which is known for its numerous “Vote” campaigns encouraging citizens to participate in elections. The new ad, set to an unreleased track from music producer and rapper Kaytranada featuring Channel Tres, will also open the door to consumers to replicate a certain dance move. The #LevisOpenCall asks dancers to submit dance auditions on TikTok or Instagram or via a Levi’s online portal for the chance to be featured in Kaytranada’s music video, which will also serve as long-form content for Levi’s. Roughly half a dozen customers will be selected and flown to an undisclosed location for filming. The 60-second spot will also run in 30-second and shorter clips on formats including broadcast and streaming TV and online video. The campaign, which has an investment budget on par with previous pushes from Levi’s, also includes social media, out-of-home and print, and work with creators and influencers. TBWA\Chiat\Day won Levi’s creative business and its social business following pitches for both last year. The agency is working on more marketing for this year and 2025, Mitchell confirmed. UM handled media duties for the campaign in the U.S. and other parts of the Western Hemisphere, while OMD handled Europe and Asia. Levi’s also works with a handful of other media partners across the globe. Consumer expression and engagement Levi’s is running social media promotions for the casting call featuring choreographer Sherrie Silver. This is the first time the brand has invited fans to participate in a casting call, Mitchell said, noting that the longer video should debut in May. Levi’s is not the only denim-focused brand to turn to dance to engage customers. A spring campaign from the Gap went viral on TikTok last month after it included a music video from the band Jungle and “Water” singer Tyla. Mitchell said the campaign gives fans “a chance to express themselves and show how they live in Levi’s.” It is also “symbolic” of current marketing, he said, as it connects with customers on whichever platforms they may be on. For the moment, that includes TikTok, which is again facing a potential ban in the U.S. If that happens, Mitchell said Levi’s will follow its customers wherever they go next; he added that the brand tries to stay nimble with its digital platform planning and is ready to “redeploy” should a ban occur. “Any marketer who’s been doing this a long time knows you want to focus on where your consumers are,” he said. “In the event something were to happen with TikTok, you’ll find places to engage with your fans—we’re going to follow consumer behavior.” Levi Strauss & Co., which also owns Dockers, in January reported a 3% rise in revenue, to $1.6 billion, for the fiscal fourth quarter ended in November. The gains were led by direct-to-consumer sales including e-commerce. Earlier this year, Michelle Gass, who had been CEO of Kohl’s, took over as CEO from long-time leader Chip Bergh.

Behind Levi’s first major brand campaign under its new CMO

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