Beyoncé and Levi’s® Launch Chapter 3 with REIIMAGINE: Refrigerator
Levi's (LEVI) has launched 'Refrigerator', the third chapter of its REIIMAGINE campaign in collaboration with Beyoncé. The campaign, directed by Grammy Award-winner Melina Matsoukas, reimagines Levi's 1988 Refrigerator commercial in a modern setting featuring Beyoncé at a roadside diner, wearing the brand's Iconic Western Shirt and 501® Original Shorts.
The campaign includes a special cameo from Willie Jones, a collaborator on Cowboy Carter, and will be distributed through television, digital, social media, out-of-home, and brand activations. The creative team includes Emmy Award-winning cinematographer Marcell Rév and photographer Mason Poole.
This follows the campaign's previous chapters, Launderette and Pool Hall, which highlighted Levi's heritage and musical connections. Levi's reported net revenues of $6.4 billion in 2024, with products sold in over 120 countries through retailers, department stores, online sites, and approximately 3,400 brand-dedicated stores.
Levi's (LEVI) ha lanciato 'Refrigerator', il terzo capitolo della sua campagna REIIMAGINE in collaborazione con Beyoncé. La campagna, diretta dalla vincitrice del Grammy Melina Matsoukas, reinterpreta lo spot Refrigerator del 1988 di Levi's in un contesto moderno, con Beyoncé in un diner sulla strada, indossando la Iconic Western Shirt e i 501® Original Shorts del marchio.
La campagna include un cameo speciale di Willie Jones, collaboratore di Cowboy Carter, e sarà diffusa tramite televisione, digitale, social media, pubblicità outdoor e attivazioni del brand. Il team creativo comprende il direttore della fotografia vincitore di un Emmy Marcell Rév e il fotografo Mason Poole.
Questo segue i precedenti capitoli della campagna, Launderette e Pool Hall, che hanno messo in risalto l’eredità e le connessioni musicali di Levi's. Nel 2024, Levi's ha registrato ricavi netti per 6,4 miliardi di dollari, con prodotti venduti in oltre 120 paesi attraverso rivenditori, grandi magazzini, siti online e circa 3.400 negozi monomarca.
Levi's (LEVI) ha lanzado 'Refrigerator', el tercer capítulo de su campaña REIIMAGINE en colaboración con Beyoncé. La campaña, dirigida por la ganadora del Grammy Melina Matsoukas, reimagina el comercial Refrigerator de Levi's de 1988 en un entorno moderno, con Beyoncé en un restaurante junto a la carretera, vistiendo la Iconic Western Shirt y los 501® Original Shorts de la marca.
La campaña incluye una aparición especial de Willie Jones, colaborador en Cowboy Carter, y se difundirá a través de televisión, digital, redes sociales, publicidad exterior y activaciones de la marca. El equipo creativo cuenta con el director de fotografía ganador del Emmy Marcell Rév y el fotógrafo Mason Poole.
Esto sigue a los capítulos anteriores de la campaña, Launderette y Pool Hall, que destacaron la herencia y las conexiones musicales de Levi's. En 2024, Levi's reportó ingresos netos de 6.4 mil millones de dólares, con productos vendidos en más de 120 países a través de minoristas, grandes almacenes, sitios en línea y aproximadamente 3,400 tiendas exclusivas de la marca.
리바이스(LEVI'S)가 REIIMAGINE 캠페인의 세 번째 장인 'Refrigerator'를 비욘세와 협업하여 선보였습니다. 그래미상 수상자 멜리나 마츠카스가 감독한 이번 캠페인은 1988년 리바이스 Refrigerator 광고를 현대적으로 재해석했으며, 비욘세가 도로변 다이너에서 브랜드의 아이코닉 웨스턴 셔츠와 501® 오리지널 쇼츠를 입고 등장합니다.
캠페인에는 카우보이 카터의 협력자인 윌리 존스가 특별 출연하며, TV, 디지털, 소셜 미디어, 옥외 광고 및 브랜드 프로모션을 통해 배포될 예정입니다. 크리에이티브 팀에는 에미상 수상 촬영감독 마르셀 레브와 사진작가 메이슨 풀도 포함되어 있습니다.
이 캠페인은 리바이스의 유산과 음악적 연계를 강조한 이전 장인 Launderette와 Pool Hall에 이은 것입니다. 리바이스는 2024년에 64억 달러의 순매출을 보고했으며, 전 세계 120개국 이상에서 소매점, 백화점, 온라인 사이트 및 약 3,400개의 브랜드 전용 매장을 통해 제품을 판매하고 있습니다.
Levi's (LEVI) a lancé 'Refrigerator', le troisième volet de sa campagne REIIMAGINE en collaboration avec Beyoncé. La campagne, réalisée par la lauréate d'un Grammy Melina Matsoukas, réinvente la publicité Refrigerator de Levi's de 1988 dans un cadre moderne, avec Beyoncé dans un diner au bord de la route, portant la chemise Iconic Western et le short 501® Original de la marque.
La campagne inclut une apparition spéciale de Willie Jones, collaborateur sur Cowboy Carter, et sera diffusée à la télévision, sur les plateformes digitales, les réseaux sociaux, en affichage extérieur et lors d'activations de la marque. L'équipe créative comprend le directeur de la photographie primé aux Emmy Marcell Rév et le photographe Mason Poole.
Cette campagne fait suite aux précédents volets, Launderette et Pool Hall, qui mettaient en lumière l’héritage et les liens musicaux de Levi's. En 2024, Levi's a déclaré un chiffre d’affaires net de 6,4 milliards de dollars, avec des produits vendus dans plus de 120 pays via des détaillants, grands magasins, sites en ligne et environ 3 400 boutiques dédiées à la marque.
Levi's (LEVI) hat 'Refrigerator' gestartet, das dritte Kapitel seiner REIIMAGINE-Kampagne in Zusammenarbeit mit Beyoncé. Die Kampagne, inszeniert von der Grammy-Gewinnerin Melina Matsoukas, interpretiert den Levi's Refrigerator-Spot von 1988 neu und zeigt Beyoncé in einem Roadside-Diner, gekleidet in das ikonische Western-Hemd und die 501® Original Shorts der Marke.
Die Kampagne beinhaltet einen besonderen Auftritt von Willie Jones, einem Mitarbeiter von Cowboy Carter, und wird über Fernsehen, digital, soziale Medien, Außenwerbung und Markenaktivierungen verbreitet. Zum Kreativteam gehören der Emmy-prämierte Kameramann Marcell Rév und der Fotograf Mason Poole.
Dies folgt den vorherigen Kapiteln der Kampagne, Launderette und Pool Hall, die Levi's Erbe und musikalische Verbindungen hervorhoben. Levi's meldete für 2024 einen Nettoumsatz von 6,4 Milliarden US-Dollar, mit Produkten, die in über 120 Ländern über Einzelhändler, Kaufhäuser, Online-Plattformen und rund 3.400 eigene Markenläden verkauft werden.
- Global marketing partnership with influential artist Beyoncé
- Strong global presence with operations in 120+ countries
- Extensive retail network of 3,400 brand-dedicated stores
- Substantial annual revenue of $6.4 billion in 2024
- None.
The first two chapters, Launderette and Pool Hall, reignited conversations around Levi’s® legacy, with Launderette’s subversive take on the brand’s classic ad and Pool Hall paying homage to Levi’s® deep ties to music and counterculture. The third chapter, Refrigerator, brings the campaign into a new setting – a roadside diner – where timeless style meets undeniable confidence. Once again, Levi’s® teamed up with Grammy Award-winning director Melina Matsoukas for this chapter, which highlights how Levi’s® remains a canvas for individuality, self-expression, and cultural influence for today.
The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
Inspired by the Levi’s® 1988 Refrigerator commercial, this chapter transforms the ad’s original spirit into a modern statement about confidence, originality and empowerment. Set in a sun-drenched roadside diner, the film reimagines the 1988 Refrigerator ad, with Beyoncé as the lead. In the Levi’s® Iconic Western Shirt, 501® Original Shorts, a crisp white tank, and a classic red paisley bandana, she moves with confidence, ready to take on her next challenge. With a special cameo from Willie Jones, a collaborator on Cowboy Carter, the campaign seamlessly connects the brand to Beyoncé’s broader artistic universe.
“Levi’s® isn’t a legacy brand - it’s a brand with an incredible legacy that has consistently remained at the center of culture,” said Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co. “Through REIIMAGINE and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s® iconography and celebrating what it means to lead with intent and confidence.”
“Refrigerator” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations.
The campaign continues the Levi’s® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of “Refrigerator,” building on the legacy of iconic Levi’s® campaigns and photography.
For more information on the REIIMAGINE campaign, visit Levi.com and follow @levis on Instagram and TikTok. The full version of the film can be found on YouTube.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 120 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Levi Strauss Signature™ and Beyond Yoga® brands. Its products are sold in more than 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2024 net revenues were
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Media Contact
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Levi Strauss & Co.
(415) 501-7777
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Source: Levi Strauss & Co.
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