The Levi’s® brand today unveiled its new global campaign, “Behind Every Original,” a bold initiative that celebrates the people who drive culture forward. With a tongue-in-cheek twist. The campaign celebrates its premiere during the Super Bowl with the lead film “Backstory”.
Levi’s® deliberately breaks expectations by showing both prominent icons and everyday originals, including Ambassador Stefanie Giesinger, exclusively from behind – giving them space to tell their culture-shaping Levi’s® stories. The fact that it starts at Levi’s® Stadium during the Super Bowl is particularly fitting: a cultural moment in itself, supported by the unifying power of sport.
The film “Backstory” features Grammy-winning artist Doechii of Top Dawg Entertainment, global superstar ROSÉ, reigning NBA MVP and champion Shai Gilgeous-Alexander, Grammy- and Oscar-winning and Emmy-nominated filmmaker, artist and DJ Questlove, model and cultural voice Stefanie Giesinger, and Disney-Pixar character Woody from Toy Story, among others. Each shot pays homage to the rear view in all its denim-clad glory: striding, dancing, moving – and most of all, living in her Levi’s®.
Levi’s® Denim is at the center of the campaign. From the classic cowboy look to music video icons of the 1980s to contemporary styles, the styling spans the entire arc of the brand’s history. Doechii wears low slim bootcut jeans, ROSÉ combines loose bootcut jeans with a relaxed fit trucker jacket. Shai Gilgeous-Alexander is seen in 578® Baggy Jeans and a Relaxed Fit Trucker, while Questlove wears his 505™ Regular Fit Jeans. Stefanie Giesinger rounds off the line-up in ribcage slim jeans and a super soft long-sleeved polo.
