Do you remember when we talked—over a year ago—about the return of boxer shorts? On that occasion, we revisited one of the most famous commercials of all time, the 1985 laundromat ad. The same ad that Levi’s, together with Beyoncé, is reimagining today, in 2024, as the first chapter of the REIIMAGINE campaign. The commercial, updated for modern times, becomes an effective medium to celebrate Levi’s legacy as a blank canvas for self-expression, worn by both ordinary people and icons.
This first chapter of the campaign was directed by Marcell Rév, while the campaign photos were taken by Mason Poole, adding another piece to the archive of celebrities who wear (and have worn) Levi’s. The campaign—which includes TV, out-of-home advertising, digital, social media, brand activations, and exclusive items—was launched with digital projections in key markets such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin, generating interest and giving fans a preview of the upcoming campaign.
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