Levi’s has launched “Behind Every Original”, a bold new global campaign that celebrates the people who push culture forward with one cheeky twist.
Debuted during the Super Bowl with the anthem film “Backstory,” directed by Kim Gehrig, Levi’s flipped expectations by showcasing both celebrity icons and everyday originals, all seen exclusively from behind, letting them share their game-changing Levi’s backstories.
For over 150 years, Levi’s jeans have been the uniform of cultural catalysts who step off the beaten path and shape what comes next in music, sport, fashion and art. It has been the uniform of the movements and moments that have changed the world and shaped culture, worn by those pursuing progress.
“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 centre 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” features Doechii, ROSÉ, Shai Gilgeous-Alexander, Questlove, Stefanie Giesinger, and Disney-Pixar “Toy Story” character Woody, among other Originals.
Every frame is a celebration of the backside in all its denim-covered glory: strutting, dancing, moving and, above all, living in their Levi's.
The film captured the irreplicable swagger of those creating what comes next while honouring the icons who came before them, from the effortless cool of George Michael’s “Faith” era to a modern reimagining of the iconic “Born in the U.S.A.” album cover.
Rooted in real cultural moments Levi’s has authentically lived through, the story spans generations and invites everyone to see themselves reflected in the brand.
James Brown’s “Get Up Offa That Thing” infused joy and energy into the film’s soundtrack, with a nod to denim-clad behinds that serves as an anthem for movers and change-makers.
Shot over six days in Los Angeles, Oklahoma City, and London, the production team focused on casting real cowboys, construction workers, climbers, and youth to ensure authenticity. The team also collaborated with Doechii’s choreographer Robbie Blue to craft her show-stopping dance moves that wrap up the spot.
Levi’s denim is at the very heart of this campaign. From old-school cowboys to '80s music video icons to modern-day moments, the styling spans the breadth of Levi’s brand’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 578 Baggy jeans and a Relaxed Fit Trucker, while Questlove rocks his 505 Regular Fit jeans. Stefanie Giesinger brings it home in her Ribcage Slim jeans and Super Soft Long-sleeve Polo.
The range of styles and eras serves as a reminder that the Levi’s brand has been behind some of life's biggest (and smallest) moments for over a century.
