Doechii, ROSÉ and more represent the icons of Levi's®

The new global campaign, “Behind Every Original”, reminds us that denim is culture in motion.

Premiered during the Super Bowl with the main advert “Backstory” directed by Kim Gehrig, Levi’s® latest proposal presents a twist that is as simple as it is brilliant: showing both global superstars and anonymous people from behind, inviting their story—rather than their face—to take centre stage.

And it is precisely this rear view that is instantly recognisable in the brand’s universe, with its arcuate stitching and Red Tab™. Universal symbols of originality that, for more than 150 years, have dressed all those figures who have excelled in different disciplines such as music, sport, fashion and art.

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This creative decision is not simply an aesthetic whim, but rather a tribute to the cultural movements that Levi’s® has supported throughout its history. The campaign turns this perspective into a narrative led by those who have lived through moments that changed the world.

‘One of the things I love most about the Behind Every Original campaign is that it weaves a story that only Levi’s® can tell,’ explains Kenny Mitchell, Global Chief Marketing Officer at Levi Strauss & Co. “It celebrates our place at the heart of music, sports and fashion culture, as well as in the wardrobes of fans across generations. It is particularly meaningful to launch it during the Super Bowl, which is played at Levi’s® Stadium and has become a cultural moment in its own right, thanks to the unifying power of sport.”

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‘Backstory’ brings together a generation that is redefining the present and pays tribute to those who shaped the past. The film stars Doechii, ROSÉ, Shai Gilgeous-Alexander, Questlove and Stefanie Giesinger, with a special appearance by Woody, the iconic character from Toy Story.