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Reviving a Classic: Beyoncé Adds Modern Flair to Levi's Iconic Ad
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Levi's has launched an exciting new campaign featuring global superstar Beyoncé, marking a creative nod to the brand’s iconic 1985 Laundrette ad. This classic advertisement, initially starring Nick Kamen, is remembered fondly as a significant piece of Levi's history and an influential moment in advertising.
In 2024, Beyoncé takes center stage in a modern reimagining of the original Laundrette ad. This updated version retains the core premise of the original while incorporating fresh, contemporary elements. Beyoncé appears in a laundrette, donning a cowboy hat crafted from a pair of Levi's 501s. The ad cleverly references its predecessor by featuring Beyoncé placing her jeans into a washing machine, only to reveal a pair of stylish briefs. Unlike the original, where Kamen’s briefs were replaced by boxers due to broadcasting restrictions, Beyoncé's wardrobe choice aligns with current fashion trends. The soundtrack has also been updated, featuring Beyoncé's song "Levii’s Jeans," adding a personal touch and modern flair to the ad.
The campaign brings together a stellar team of creatives. TBWA\Chiat\Day, the agency behind the project, collaborates with renowned filmmaker Melina Matsoukas. Matsoukas, who has a history of successful projects with both Levi's and Beyoncé, directed this campaign. Her previous accolades include Levi's 150th anniversary campaign in 2023 and Beyoncé's Grammy-winning video for "Formation." Photographer Mason Poole, another key player, captures the campaign’s imagery. The trio's previous collaborations lend a cohesive and authentic feel to this project.
The campaign doesn’t stop at the digital ad. It extends to out-of-home (OOH) and print materials, effectively broadening its reach. Key elements include:
Moreover, the campaign is set to evolve with additional 'chapters' that will reimagine other iconic Levi's ads, ensuring continued engagement and excitement among fans of the brand.
By combining nostalgia with fresh creativity, Levi's and Beyoncé have successfully breathed new life into a beloved classic, making it relevant for today's audience.
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