Levi’s Jeans partners with Beyoncé for a dedicated commercial campaign that landed in 2024: the song is a perfect match.
When the first chapter of the new Levi’s commercial campaign came up on TV, the whole world had to stop. The protagonist is Beyoncé, an artist who already doesn’t go unnoticed, but seeing her in a launderette, taking her jeans off in front of everybody with that confident gaze on her face… well, it was enough material to get distracted for the whole day.
The 2024 Levi’s Jeans commercial, released in September 2024, is the first chapter of the partnership between the American brand and the hip-hop star. Watch it below.
Beyoncé commented with enthusiasm about this new collaboration:
“I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
What the new generations can’t know is that the commercial with Beyoncé represents a reinterpretation of another classic ad Levi’s released in 1985. You can watch the old commercial below. In that case, the protagonist was the recently deceased British singer and model Nick Kamen, and the song in the background was I Heard It Through the Grapevine by Marvin Gaye.
The music featured in the 2024 Levi’s commercial is iconic in its own way: the song you hear in the ad is called “Levii’s Jeans,” a collaboration between Beyoncé and Post Malone released in her 2024 album Cowboy Carter. You can listen to it in full streaming below.
Beyoncé wrote that track from an independent inspiration. “My song Levii’s Jeans celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” she said about it. Of course, after discovering that song in her latest album, Levi’s marketing team couldn’t stay still and contacted the singer, giving birth to this sensational partnership.
The lyrics you hear in the Levi’s commercial belong to the song’s beginning: a pretty exploration of Beyoncé’s seductive charm. You can read the complete lines below.
You call me pretty little thing
And I love to turn him on
Boy, I’ll let you be my Levi’s jeans
So, you can hug that they all day long
Come here, you sexy little thing
Snap a picture, bring it on
Oh, you wish you were my Levi’s jeans
Way it’s poppin’ out your phone
Love you down to the bone
More chapters will come, and we all look forward to watching them. As usual, we will update you on everything you need to know. Stay tuned.
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