Beyoncé and Levi’s New Ad Campaign Generates $5 Million in Media Exposure in Just 48 Hours

Beyoncé and Levi’s Unveil New Ad Campaign

Beyoncé and Levi’s have officially launched their new ad campaign, marking a highly anticipated collaboration. This partnership comes after the singer gave a nod to the iconic denim brand in her song “Levi’s Jeans” from her latest album, Cowboy Carter, released in March. The campaign was first shared on Beyoncé’s Instagram, generating $1.3 million in Media Impact Value (MIV) within a short time. According to Launchmetrics, the campaign earned $5 million in MIV over a 48-hour period, showcasing its immense reach and influence.

The “Reimagine” Campaign: A Fresh Take on Levi’s Classic Ads

The “Reimagine” campaign features Beyoncé in a modern twist on one of Levi’s classic 1985 commercials, where a man strips down in a laundromat while waiting for his jeans to wash. In this updated version, Beyoncé confidently walks into the laundromat, donning head-to-toe Levi’s denim. The ad echoes her track “Levii’s Jeans,” which she describes as a celebration of the ultimate Americana uniform — denim.

Celebrating Female Empowerment Through Iconic Denim

Beyoncé shared that this collaboration with Levi’s represents more than just fashion. “Denim on denim has often been viewed through a male lens,” she said, emphasizing that this campaign reimagines the classic look from a powerful female perspective. She expressed her excitement in working with Levi’s to create an iconic campaign that honors women’s strength and empowerment.

Levi’s Celebrates Two Icons: Beyoncé and Denim

Levi’s chief marketing officer, Kenny Mitchell, highlighted the significance of this collaboration. “This campaign is celebrating two icons,” he said, referring to both Levi’s enduring legacy and Beyoncé’s influence on culture. The partnership, which blends Levi’s historic impact with Beyoncé’s star power, is a testament to their shared values of authenticity and cultural relevance.