Beyoncé Knowles-Carter is making waves with her latest Levi’s commercial, and it’s a nod to a famous 1980s ad that many will remember fondly.
In this eye-catching 30-second spot, titled “Chapter 1: Launderette,” she pays homage to Nick Kamen’s iconic 1985 Levi’s 501 advertisement.
The original commercial sparked a remarkable 500% surge in jeans sales, and Levi’s is hoping Beyoncé’s version will do the same.
A Dazzling Display
In the commercial, Beyoncé struts into a laundromat, bucket of diamonds in hand, sporting a pair of $98 Levi’s Premium 501 90s Women’s Jeans.
The singer, standing at 5ft 6in, confidently showcases her figure in snug boy shorts and a $29.50 Levi’s Essential Sporty T-shirt.
The scene also features twin girls observing her as she patiently waits for her “laundry” to finish, creating a captivating visual moment.
Celebrating Americana
Directed by Melina Matsoukas, this ad is part of Beyoncé’s Reimagine campaign.
In a press release, she expressed her excitement about the collaboration, stating, “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform—something we all wear with pride.”
Beyoncé highlighted the significance of reinterpreting denim through a female lens, emphasizing her commitment to empowering women and honoring their strength in this new campaign.
Levi’s Sales Surge
Levi Strauss & Co. has already seen impressive results from this partnership.
Following the mention of the brand in one of Beyoncé’s country songs, they reported a 20% increase in stock prices, a boost in foot traffic at U.S. stores, and an additional $1.2 million in revenue.
Kenny Mitchell, Levi’s global CMO, noted that the brand aims to break and build cultural codes while connecting with fans in innovative ways through this campaign, ultimately supporting the growth of their women’s line.
The Legacy of the Original
The original Kamen advertisement featured the male model washing his clothes in front of a captivated audience, set to Marvin Gaye’s classic tune “Heard It Through the Grapevine.”
Directed by Roger Lyons, that commercial not only elevated Levi’s sales but also made a lasting impact, earning a spot in the countdown of the 100 greatest ads of all time.
Kamen’s charm even caught the attention of Madonna, leading to a fruitful collaboration before his untimely passing in May 2021.
Awards Season Challenges
Despite her commercial success, Beyoncé recently faced challenges in the awards circuit.
At the 2024 People’s Choice Country Awards, she shockingly lost all 12 nominations for her eighth studio album.
This comes on the heels of receiving no nominations at the upcoming 58th Annual Country Music Association Awards, further raising eyebrows among fans and industry insiders alike.
Breaking New Ground
However, it’s worth noting that her album “Cowboy Carter” made history by becoming her eighth consecutive No. 1 on the Billboard 200 and the first by a Black woman to top the Top Country Albums chart.
It also claimed the No. 1 spot in several countries, including the UK, Australia, Canada, France, Germany, and the Netherlands, marking a significant milestone in her musical journey.
Glamorous Ventures
On a glamorous note, Beyoncé recently appeared in a commercial for Moët Hennessy’s joint venture with her whisky brand, SirDavis.
She dazzled in a plunging gold Gucci gown, alongside her husband Jay-Z, during the launch party held at the Hôtel Plaza Athénée in Paris.
Together, they are proud parents to their 12-year-old daughter, Blue Ivy, and seven-year-old twins, Sir and Rumi.
The Future Awaits
As Beyoncé continues to break barriers in both the music and fashion industries, fans are left wondering what she will do next.
With her innovative spirit and dedication to empowering women, there’s no doubt that her future endeavors will be just as impactful.