- Levi’s and Beyonce have launched the second “chapter” of their REIMAGINE campaign partnership, recreating a 1991 ad taking place in a pool hall.
- The new ad, appropriately titled “Pool Hall,” features Beyonce wearing a denim-on-denim outfit, taking on a pool shark (played by actor Timothy Olyphant), as her song, “Levi’s,” from her country influenced album, “Cowboy Carter,” plays.
- The spot will be part of a fully integrated global campaign that will include television, digital, social, out-of-home and other brand activations. In addition, the brand’s social media channels will encourage followers to participate in experiences that will serve as “a playground for their own reimaginations,” according to the release.
“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co, in a statement. “Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s and express their unique style.”
The new spot continues a collaboration between the superstar artist and the iconic denim brand that began last year, with the reimagining of another earlier advertisement, “Launderette.” That ad featured Beyonce stripping off her jeans in a laundromat to achieve the faded, worn look she desired. Tellingly, the Launderette spot concludes with Beyonce sitting down to read a newspaper with the headline, “Pool Shark Hustles Town.”
The “Pool Hall” spot was directed by Melinda Matsoukas, and the campaign was conceived in partnership with agency TBWA\Chiat\Day and produced by de la revolucion/PRETTYBIRD.
