Levi's Features Backstories and Backsides in Its Latest Campaign
Starring Doechii and Rosé.
Backstories and backsides are the center of this new Levi’s campaign. Titled “Behind Every Original,” the new film debuted during the Super Bowl, introducing “Backstory.”
Directed by Kim Gehrig, the brand just flipped the script by showcasing both celebrities and everyday Originals exclusively from the backside to share their game-changing Levi’s backstory. The campaign features Grammy-winning Doechii, superstar Rosé, NBA champion Shai Gilgeous-Alexander, Grammy-winning filmmaker/DJ Questlove and model Stefanie Giesinger, among others.
The brand cleverly chose the backside as the focal point because it’s the part of Levi’s jeans that we all recognise so well. The stitching, silhouette and the Red Tab instantly signal Originals. The film captures the legends who came before, from George Michael’s “Faith” era to a modern reimagining of the “Born in the U.S.A.” album cover. This campaign is rooted in real cultural moments across generations and invites everyone to see something familiar in the brand.
Throughout the film, you’ll find styling that spans the breadth of the Levi’s legacy. Doechii sports Low Slim Boot cut jeans, while Rosé dons Loose Boot cut jeans with a Relaxed Fit Trucker. Shai Gilgeous-Alexander can be seen in the 578 Baggy silhouette, while Questlove rocks his 505 Regular Fit jeans. Take a look at the campaign imagery above for that ultimate nostalgic feeling.
In other news, Bad Bunny made Super Bowl history.
