The third chapter of Levi’s Reiimagine campaign, Refrigerator, is a full-circle moment that fuses the past, present, and future of cultural expression. Powered by the creative force of TBWAChiatDay LA, Refrigerator aims to flip the script on Levis’ iconic 1988 ad with Beyoncé stepping into the frame — not as a reference, but as a reinvention.
Beyoncé x Levi’s. Source: Supplied.
According to a statement released by the brand, the first two chapters, Launderette and Pool Hall, reignite conversations around the Levi’s legacy, with Launderette’s taking a subversive approach on the brand’s classic ad.
Meanwhile Pool Hall pays homage to Levi’s deep ties to music and counterculture. The third chapter, Refrigerator, brings the campaign into a new setting – a roadside diner – where timeless style meets undeniable confidence. Once again, Levi’s teamed up with Grammy Award-winning director Melina Matsoukas for this chapter.
The campaign lands as Levi Strauss & Co.’s release their latest financial results which have underscored the brand’s continued cultural and commercial relevance. With fourth-quarter revenue climbing 12% year-over-year to $1.84bn and a record gross margin of 61.3%.
The interest in Beyonce as the center of the campaign can also be attributed to her song Leviis Jeans.
Inspired by the Levi’s 1988 Refrigerator commercial, this chapter transforms the ad’s original spirit into a modern statement about confidence, originality and empowerment. Set in a sun-drenched roadside diner, the film reimagines the 1988 Refrigerator ad, with Beyoncé as the lead. With a special cameo from Willie Jones, a collaborator on Cowboy Carter, the campaign aims to connect the brand to Beyoncé’s broader artistic universe.
“Levi’s isn’t a legacy brand – it’s a brand with an incredible legacy that has consistently remained at the center of culture” says Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “Through Reiimagine and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s iconography and celebrating what it means to lead with intent and confidence.”
Refrigerator launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations.
The campaign continues the Levi’s tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole.
