Levi’s iconic Red Tab and arcuate stitching—the small but fiercely protected hallmarks of the brand’s jeans—are at the center of a new campaign.
On Sunday, Levi’s unveiled “Backstory,” an “anthem film” directed by Kim Gehrig that showcases influential celebrities and Levi’s jeans exclusively from the backside.
The film highlights Levi’s role in culturally significant moments from George Michael’s “Faith” era to a recreation of Bruce Springsteen’s “Born in the U.S.A.” album cover. It also features Grammy-winning Doechii, “APT.” singer Rosé, reigning NBA MVP and champion Shai Gilgeous-Alexander, Grammy- and Academy Award-winning and Emmy-nominated filmmaker, artist and DJ Questlove, model Stefanie Giesinger, and Disney-Pixar “Toy Story” character Woody, among other Originals.
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Shot over the course of six days in Los Angeles, Oklahoma City and London, Levi’s said the production team focused on casting real cowboys, construction workers, climbers and youth to ensure authenticity.
A wide range of fits including 505 Regular Fit, 578 Baggy jean, Ribcage Slim jean and Low Slim Boot jeans are featured.
“Backstory” debuted during Super Bowl LX held at the Levi’s Stadium in Santa Clara, Calif. Levi’s marked the sporting event with immersive pop-up experiences and exclusive product drops in San Fransisco.
The film is part of “Behind Every Original,” a broader global campaign that spotlights culture curators with Levi’s products as the anchor.
“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 Kenny Mitchell, global chief marketing officer of Levi Strauss & Co. “This global campaign celebrates our place at the center of music, sports and fashion culture—as well as in the closets of fans across generations. It’s fitting to have it launch during the Super Bowl being played at Levi’s Stadium, which has become a cultural moment in its own right, through the unifying power of sports.”
