Beyoncé and Levi’s first teamed up to recreate the brand’s iconic Laundrette ads more than a year ago. Now, the fourth and final installment of the REIIMAGINE campaign is out.
“Chapter 4: The Denim Cowboy” weaves the previous three chapters of the series together with longer cuts and an additional scene.
The 90-second spot reveals that Beyoncé won a pair of 501 jeans off of the local pool shark portrayed by Timothy Oliphant—a character first introduced in “Chapter 2: Pool Hall,” a remake of a similar 1991 Levi’s ad.
She leaves the pool hall decked out in denim and mounts a motorcycle with the winning jeans draped over her shoulder.
“The campaign represents a new level and scale of collaboration that has put women at the center of the narrative, and set in motion a new, iconic chapter in Levis history,” said Kenny Mitchell, chief marketing officer (CMO) at Levis Strauss & co, in a statement.
The partnership between the fashion brand and singer kicked off after the 35-time Grammy winner released her country album, “Cowboy Carter,” in March 2024.
The campaign was developed by Levi’s creative agency of record TBWA/Chiat/Day LA in partnership with Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD. Like “Chapter 3: Refrigerator,” Grammy-award winning director Melina Matsouka brought the ad to life.
A Successful Jeans Campaign
So far, the partnership between Beyoncé and Levi’s has been a success for the jeans giant.
In July, parent company Levi Strauss & Co. reported $1.4 billion of sales in the second quarter, with net revenues up by 6% on a reported basis and 9% on an organic basis compared to last year.
Levi’s was up 9% globally on an organic basis, and chief executive Michelle Gass name-checked Beyoncé as a driver of its growth.
“We continue to invest in the brand through global marketing initiatives and impactful activations, ensuring the Levi’s brand remains at the center of culture,” said Gas on the earnings call. She pointed to “Chapter 3: Refrigerator,” a remake of Levi’s 1988 ad “Refrigerator,” as an example.