The Levi’s® brand has launched “Behind Every Original,” a bold new global campaign celebrating the people who push culture forward — with one cheeky twist.
Debuting during one of the biggest sporting moments of the year, the anthem film “Backstory” flips expectations by showcasing celebrity icons and everyday originals exclusively from the backside as they share the Levi’s® backstories that shaped who they are.
Why the backside? Because it’s the most iconic point of view of Levi’s® jeans. The arcuate stitching, signature silhouette and Red Tab™ instantly signal originality — and Levi’s®. For over 150 years, Levi’s® jeans have been the uniform of cultural catalysts across music, sport, fashion and art — worn by those pursuing progress and shaping what comes next.
“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.”
“Backstory” is directed by Kim Gehrig and features James Brown’s “Get Up Offa That Thing” as the soundtrack to a dynamic cast of Originals, including Grammy-winning Doechii, global superstar Rosé, reigning NBA MVP Shai Gilgeous-Alexander, Questlove, Stefanie Giesinger and even Disney-Pixar’s “Toy Story” character Woody.
Levi’s® denim is at the heart of the campaign, showcasing Originals in a range of styles including the Low Sim Boot, 578® Baggy jeans and Relaxed Fit Trucker. Every frame celebrates denim-covered individuality — strutting, dancing, moving and, above all, living in Levi’s®. The film honors cultural icons of the past while capturing the irreplicable swagger of those creating what comes next, rooted in the authentic moments Levi’s® has been a part of for generations.
The “Behind Every Original” campaign continues with a cascade of punchy, six-second clips spotlighting each Original and shifting focus from fame to movement and self-expression. The fully integrated campaign spans social, digital, in-store and out-of-home, with more backstories unfolding globally throughout the year.
Visit levi.com and follow @levis on Instagram and TikTok to stay up to date on the campaign.
