Hence the idea of the brand’s marketing teams to fully embrace this meeting between the delicate curves of Queen B and the sensuality of faded jeans. In corporate language: “Beyoncé becomes the protagonist of Reiimagine, a campaign inspired by the heritage of the Levi’s brand and the forward-thinking vision of one of the most influential figures in modern culture, reaffirming the brand’s enduring place at the center of culture.”
Echoing this, the TBWA agency offered its client and the singer the opportunity to revisit what still remains today one of the best Levi’s films of all time: Launderette. THE boomers everyone remembers this cult spot released in 1985: a young man (played by the late British model and singer Nick Kamen) enters a laundromat, dumps a few stones into a machine and strips almost entirely to throw his money in. t-shirt and his 501 jeans, to the tune of the equally cult I Heard It Through the Grapevine de Marvin Gaye.
Forty years later, TBWAChiatDay Los Angeles and director of photography Marcell Rév play the same score again, with a few details: the woman object is rehabilitated, the stones become diamonds and the high-waisted briefs replace the boxer-short. On this subject, the advertising executive Sir John Hegarty, co-founder of the British agency BBH which imagined the ad Launderetterecalled that this film had launched the fashion for “American boxer shorts“. “Calvin Klein never thanked me“, he wrote on Linkedin.
In the same way that the original spot sold as many boxers as jeans, he predicts that its reinterpretation by Beyoncé will explode sales of white underwear. For her part, the singer considers that it is simply a matter of “the unofficial uniform of those who advance in the quest for the best“…She’s of course talking about Levi’s jeans.
Announcer: Levi Strauss&Co
Agence : TBWAChiatDay Los Angeles
Media: TV, Print, display, Internet, social networks
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