Beyoncé and Levi’s reimagine 80s commercial starring a man

Levi’s announced a new campaign starring Beyoncé, inspired by the single “LEVII’S JEANS” from the album “COWBOY CARTER”.

The campaign, titled “REIIMAGINE”, reinterprets classic ads from the brand, such as the “Lavanderia” commercial from 1985.

Directed by Melina Matsoukas and photography by Mason Poole, produced by de la revolućion/ PRETTYBIRD and created by TBWA\Chiat\Day LA.

The project aims to celebrate denim and female empowerment, and will feature extensive global coverage, including print, digital and out-of-home media in major cities such as New York, Paris and Berlin.