The first two chapters, Launderette and Pool Hall, reignited conversations around Levi’s® legacy, with Launderette’s subversive take on the brand’s classic ad and Pool Hall paying 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, which highlights how Levi’s® remains a canvas for individuality, self-expression, and cultural influence for today.
The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
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. In the Levi’s® Iconic Western Shirt, 501® Original Shorts, a crisp white tank, and a classic red paisley bandana, she moves with confidence, ready to take on her next challenge. With a special cameo from Willie Jones, a collaborator on Cowboy Carter, the campaign seamlessly connects 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” said 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 to capture the visual essence of “Refrigerator,” building on the legacy of iconic Levi’s® campaigns and photography.
