After a week of hints, Levi’s finally released its new Beyoncé campaign today as the retailer capitalizes on the singer’s recent shoutout. In a new spot called “Reiimagine” the campaign recreates the denim brand’s iconic Laundrette ad from 1985. The 30-second spot shows Beyoncé washing her jeans at a laundromat as her song “Levii’s Jeans” plays.
The new ad, which will be the first of several campaign recreations, was directed by Melina Matsoukas, who also directed Levi’s anniversary campaign for its 501 Jeans last year. Levi’s worked with TBWA\Chiat\Day LA on creative duties and de la Revolućion/Prettybird on production.
