Beyoncé and Levi’s officially unveiled their ad campaign on Monday. The collaboration comes after the Grammy-winning singer gave the clothing brand a call-out with her song “Levii’s Jeans” from her eighth studio album “Cowboy Carter,” which released last March.
Beyoncé posted the campaign images to her Instagram account, sharing two placements and amassing $1.3 million in Media Impact Value, according to Launchmetrics. Over a period of 48 hours, the campaign earned $5 million in MIV. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)
The “Reimagine” campaign stars the venerated singer and entertainer in a twist on some of Levi’s most iconic advertisements. The first ad featuring Beyoncé is a call-back to Levi’s 1985 commercial featuring a young man going into a laundromat, stripping off his Levi’s and waiting in his underwear while his jeans go through the washing machine.
Beyoncé, whose “Cowboy Carter” album features the brand in the “Levii’s Jeans” track, is lighting up foot traffic at the company’s stores.
Courtesy/Blair Caldwell
In the remixed iteration starring Beyoncé, the singer struts into the laundromat wearing both Levi’s denim and her unassailable confidence. “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said.
“I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength,” she said.
Beyonce for Levi’s.
“This campaign is celebrating two icons,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “It’s inspired by Levi’s and our unparalleled history and impact over time, as well as Beyoncé, who’s a culture shaping artist and icon.”
