(05/05/25). As part of the “Reiimagine” campaign, Levis now presents the third “refrigerator” chapter, which again has Beyoncé in a new version of the classic announcement of the 1988 brand.
The first two chapters, “Launderette” and “Pool Hall” also gave a new look at the original ads.
Now, the third chapter is set in a road restaurant.
Once again, Levis has associated with the director Melina Matsoukas to highlight Levis as a source of “individuality, self -expression and cultural influence” also today.
The campaign was created in collaboration with TBWA \ Chiat \ Day Los Angeles and produced by De la Revolućion/Prettybird.
The purpose of the new film is to transform the original spirit of the announcement into a modern statement on “trust, originality and empowerment.”
In the piece, Beyoncé we wears a Levis iconic Western Shirt shirt, 501 original shorts shorts, a white -braided t -shirt and a red country handkerchief. The film has a special appearance by Willie Jones, collaborator in the “Cowboy Carter” album.
“Refrigerator” is part of the global brand campaign, which includes a television ad, digital strategy, social networks, activities outside the home and activations.
Melina collaborated with the Chamber Marcell Rév and photographer Mason Poole to capture the visual essence of “Refrigerator”.
Refrigerator – Chapter 3. Advertiser: Levis. Brand: Levis. Product: Levis with Beyoncé. Agency: Tbwa \ chiat \ day los angeles. Producer: The revolution/prettybird. Country: International. Category: Outfit.
