Levi’s is pulling on nostalgia in its new advertising campaign. Next to Beyonce has proposed a new version of his iconic “Launderette” adreleased in 1985 to promote her jeans, taking advantage of the artist’s new song, “Levii’s Jeans,” from her recently released “Cowboy Carter.”

Thus, Beyoncé is the protagonist of “Reiimagine”, designed by the creative agency TBWAChiatDay Los Angeles together with production companies Of the revolution and Prettybird. The campaign, as Levi’s notes, is inspired by its own brand legacy and the vision of the singer, whom it refers to as one of the most influential figures in modern culture.

According to the company, the campaign is structured in a series of chapters that will reinterpret the most emblematic Levi’s advertisements from a updated and modern perspective. The first installment shows Beyoncé undressing in a laundromat to wash her Levi’s jeans, to the rhythm of her own song.

The spot revives the spirit of “Launderette”, devised by BBH almost forty years ago. Unlike that one, which was accompanied by the song “I Heard It Through the Grapevine”, by Marvin Gaye, Beyoncé replaces the model Nick Kamen. Put diamonds in the washing machine, instead of stones, reinforcing a message of sophistication. Furthermore, compared to the previous one, there is a strong female protagonism.

“Levi’s has been and always will be the unofficial uniform for those advancing in the search for something better. We believe that a key part of that is continually breaking and building the codes of culture“commented Kenny Mitchell, Global Director of Levi’s Marketing at Levi Strauss & Co. “In collaboration with Beyoncé, we explore the power of reinvention through this campaign, helping us connect with our fans in new ways and supporting the growth of our women’s business as the ultimate denim lifestyle brand.”.

For her part, Beyoncé has pointed out that her song “Levi’s Jeans” is a tribute to what she considers the definitive American uniform and celebrates working with the brand. “Denim on denim has often been seen from a male perspective, so this reinvention campaign, celebrating the iconic female perspective, is important to me.”; has said. “I look forward to exploring innovative ways to align our visions to empower women and honor their strength.”.

Levi’s is seeking a notable impact from its collaboration with Beyoncé and will execute the campaign across television, outdoor advertising, digital media, social media, print, brand activations and exclusive products. In recent days it has gone generating expectation with publications on social networks and outdoor advertising activations in strategic points, such as San Francisco, Chicago, New York, Paris or London.

In its association with the singer, the brand seeks to boost its business. As reported by Adweek, the release of the song “Levii’s Jeans” in March 2024 generated an almost 20% increase in visits to Levi’s physical stores compared to previous years. Capitalizing on the iconic figure of Beyoncé, Levi’s hopes to break with consumer spending caution and boost sales of jeans among women.
At the time, as reported by the aforementioned media, the “Launderette” spot boosted sales of Levi’s 501 jeans by 800%.