Beyoncé and Levi's: Iconic commercial with a modern twist
Levi's has teamed up with Beyoncé to release a reinterpretation of the classic "Launderette" commercial from 1985. The collaboration celebrates the female perspective on denim iconography, with a wink and a modern twist.
Beyoncé and Levi's - a connection that not only inspires fashion fans. When Beyoncé released her successful album Cowboy Carter Levi's could hardly have been happier. The 17th track "Levii's Jeans" is just one letter away from their signature product - a marketing dream.
Levi's has now launched its first official campaign collaboration with the singer. Beyoncé plays the leading role in a new edition of the iconic "Launderette" commercial from 1985, which was originally created by the Bartle Bogle Hegarty agency.
In the first chapter of the new campaign, which was realized by TBWA/Chiat/DAY LA, the nostalgic advertising campaign is reinterpreted with a modern, female perspective. Beyoncé describes the reimagining as an important statement for women, as denim iconography has traditionally been viewed through a male lens. The commercial shows Beyoncé throwing her jeans in the machine at a laundromat, accompanied by her hit song "Levii's Jeans". The comments under the YouTube video leave no doubt: "We will be buying", "I want those jeans" or "It's time for me to buy a new pair of Levi's 501 jeans!!!".
It is said that the "Launderette" commercial is only the prelude to a comprehensive Levi's campaign. More ads are to follow, which opens up room for speculation: Which of the many iconic Levi's commercials is likely to be reinterpreted next?
We are in the desert. A young couple breaks down until a young man in jeans pulls up in his truck. While "Be My Baby" by the Ronettes plays, he makes a tow chain out of his 501s and invites the woman to ride in the truck with him. As they drive up the hill, the truck's bumper breaks off, but the jeans hold - much to the chagrin of the man, who rolls backwards down the hill, away from his girlfriend.
It's a hot day. An old man enters a gas station when a young man comes down the stairs without pants, throws his boots on the counter and goes to the fridge. The scene is very reminiscent of the "Launderette" commercial - perfect for Beyoncé to shoot her own cool version.
