Levi’s teams up with Beyoncé for the third chapter of their acclaimed ‘Reiimagine’ campaign, reimagining a classic 1988 commercial with fresh visuals and a contemporary soundtrack featuring Willie Jones.

Levi’s and Beyoncé have teamed up once again to launch the third installment of their acclaimed ‘Reiimagine’ campaign, drawing creative inspiration from one of the brand’s iconic 1980s commercials. This latest chapter reinterprets the 1988 ‘Refrigerator’ advertisement through a contemporary lens, featuring Beyoncé as the central figure.

The new campaign is set in a sun-drenched roadside diner, evoking the vintage atmosphere of the original spot while infusing it with a fresh, modern energy. Adding to the creative dimension of the campaign is a cameo by Willie Jones, a collaborator on Beyoncé’s recent Cowboy Carter album, who contributes to the project’s musical landscape.

Kenny Mitchell, global chief marketing officer at Levi Strauss & Co., emphasized the brand’s enduring cultural relevance in a statement to The Drum. “Levi’s isn’t a legacy brand – it’s a brand with an incredible legacy that has consistently remained at the center of culture,” he said. “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.”

The campaign has been rolled out on a global scale, encompassing a fully integrated media strategy. This includes television commercials, digital and social media content, outdoor advertising, and various brand activations, positioning the collaboration prominently across multiple platforms worldwide.

This ongoing partnership between Beyoncé and Levi’s continues to blend iconic fashion heritage with modern cultural touchstones, reinforcing the brand’s place in contemporary style conversations.

Source: Noah Wire Services