Levi’s unveiled a major new campaign. It is called “Behind Every Original.” The launch happened during the Super Bowl. This marks a significant advertising moment for the brand. Levi’s returned to the Super Bowl after more than 20 years. The campaign aims to highlight authentic originality. It celebrates people who drive culture forward. This news is making waves in the fashion industry.
The “Backstory” Anthem Film
The campaign’s centerpiece is an anthem film. Its title is “Backstory.” Kim Gehrig directed this film. The film offers a unique visual twist. It exclusively features individuals from behind. This approach draws attention to Levi’s iconic jeans. Recognizable design elements like stitching and silhouette are showcased. The brand emphasizes that Levi’s jeans tell a story. They represent originality that is lived and earned.
A Diverse Cast of Originals
The “Backstory” film features a wide range of talent. This includes Grammy winner Doechii. Global pop star Rosé is also featured. NBA MVP Shai Gilgeous-Alexander appears. Filmmaker and DJ Questlove is in the ad. Model Stefanie Giesinger also makes an appearance. Even the character Woody from “Toy Story” is included. This multi-generational cast spans music, sports, and fashion. They celebrate creativity and self-expression. The film uses James Brown’s song “Get Up Offa That Thing.” It infuses the ad with joy and energy.
Authenticity and Iconic Locations
The production team focused on genuine casting. They featured real individuals. This included cowboys and construction workers. Climbers and young creatives also took part. This commitment to authenticity adds depth. The film was shot over six days. Filming locations included Los Angeles, Oklahoma City, and London. These diverse settings contribute to the global feel. Custom Levi’s pieces were created for some stars. This includes a denim jacket for Questlove. Shai Gilgeous-Alexander received custom denim gloves.
Connecting with Culture and Heritage
Kenny Mitchell, Levi Strauss & Co.’s global chief marketing officer, spoke about the campaign. He stated it threads together a story only Levi’s can tell. The campaign reflects the brand’s long history. It highlights its deep connection with fans. This connection spans across generations. Levi’s has been a part of culture for over 150 years. It has been the uniform for many cultural catalysts. These are people who shape music, sport, and art. The brand’s presence is central to fashion and lifestyle.
Extending the Narrative
The “Behind Every Original” campaign will continue. After its Super Bowl debut, more content will be released. The brand plans quick-turn reveal films. These will be six-second clips. They will spotlight each individual cast member. This shifts focus to movement and personal style. The campaign will roll out across social media. It will also be present on digital platforms. In-store promotions and out-of-home advertising are planned. Levi’s will share more “Originals'” backstories throughout the year. This aims to build a stronger emotional bond with consumers. The campaign was developed with TBWAChiatDay LA.
A Strategic Marketing Moment
Launching during the Super Bowl is a major strategic move. It amplifies Levi’s cultural resonance. The game was held at Levi’s Stadium. This timing underscores the brand’s connection to sports. It also leverages a significant cultural moment. The campaign aims to reinforce Levi’s position. It shows the brand at the intersection of music, sports, and fashion. This is a trending topic in brand marketing. The news of this campaign is a significant event for the apparel industry.
Embracing Individuality
The “Behind Every Original” campaign is more than just an ad. It is a statement about individuality. It celebrates the unique journey of each person. Levi’s jeans are presented as a canvas for these stories. They are worn by those who push boundaries. They are the choice of movers and change-makers. The campaign invites everyone to find their own originality. It encourages them to share their unique backstory. This powerful message resonates deeply.
