LEVI’S DEBUTS "BEHIND EVERY ORIGINAL" GLOBAL CAMPAIGN DURING SUPER BOWL

Doechii

KUALA LUMPUR, Feb 9 (Bernama) -- The Levi’s brand has launched "Behind Every Original", a bold new global campaign, debuting during the Super Bowl with an anthem film titled "Backstory", directed by Kim Gehrig.

According to a statement, the campaign puts a distinctive visual twist on storytelling by featuring cultural icons and everyday Originals exclusively from the backside — a nod to the instantly recognisable design of Levi’s jeans, including the arcuate stitching, silhouette and Red Tab.

“One of the things I love most about the ‘Behind Every Original’ campaign is that it threads together a story only Levi’s can tell,” said Levi Strauss & Co global chief marketing officer, Kenny Mitchell, adding that the campaign reflects the brand’s long-standing role in culture and its connection with fans across generations.

Backstory features a multi-generational cast including Grammy-winning artist Doechii, global pop star Rosé, NBA MVP Shai Gilgeous-Alexander, Academy Award-winning filmmaker and DJ Questlove, model Stefanie Giesinger, and Disney-Pixar "Toy Story" character Woody, celebrating creativity and self-expression across music, sports, and fashion culture.

The film is set to James Brown’s "Get Up Offa That Thing" and was shot over the course of six days in Los Angeles, Oklahoma City and London, with a focus on authentic casting, including real cowboys, construction workers, climbers and youth.

The campaign’s styling spans the breadth of the brand’s legacy, showcasing products such as Doechii’s Low Slim Bootcut jeans and Rosé Loose Bootcut jeans with a Relaxed Fit Trucker. Custom pieces were also created for ambassadors, including a denim jacket for Questlove and denim gloves for Shai Gilgeous-Alexander.

Following the Super Bowl debut, the campaign will roll out a series of quick-turn, six-second reveal films spotlighting individual cast members, shifting attention from celebrity to movement, personal style and self-expression.

The broader global story will extend across social, digital, in-store and out-of-home channels throughout the year, supported by behind-the-scenes photography and product storytelling featuring core Levi’s styles worn by the campaign cast.

The "Behind Every Original" campaign was developed in creative partnership with TBWA\Chiat\Day LA.

-- BERNAMA