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Brooke Sutton / Contributor through Getty Photos
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Beyonce at 2024 NFL Halftime Present
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Key Takeaways:
- Beyoncé’s “The Denim Cowboy” commercial revisits iconic denim visuals whereas closing out her Levi’s REIIMAGINE marketing campaign.
- The ultimate merch drop consists of three denim units, every reflecting a unique type from her COWBOY CARTER period.
- The marketing campaign’s visuals and styling draw from Beyoncé’s Southern roots, mixing trend and storytelling within the “Stay in Levi’s” sequence.
Beyoncé and Levi’s are closing out their partnership with a bang. On Monday (Aug. 4), the pop icon unveiled “The Denim Cowboy,” the fourth and ultimate installment of their REIIMAGINE marketing campaign.
The almost 90-second commercial revisits a number of scenes from Beyoncé’s earlier commercials whereas including some new — or somewhat, reimagined — moments. As a substitute of arriving on the laundromat with a bucket of diamonds like she did in her earlier replace of Levi’s traditional “Launderette” business, the “TEXAS HOLD ‘EM” singer rides up on a horse at 8:53 a.m.
Later, in “The Warmth,” Beyoncé is behind the counter at 5:01 p.m., counting money in denim cutoffs earlier than grabbing a Western shirt out of the fridge. It is, after all, an homage to Levi’s authentic “Fridge” commercial from 1988. Lastly, in “The Smoke” at 9:04 p.m., she beats a person at billiards, forcing him to give up his denims. The video wraps up along with her driving off on a bike with the pants tossed triumphantly over her shoulder.
“’The Denim Cowboy’ marks the end result of the groundbreaking Levi’s REIIMAGINE marketing campaign, marking the ultimate celebration of a partnership that has explored reinvention and reinterpretation at each flip,” Kenny Mitchell, Levi’s international chief advertising and marketing officer, stated in a press assertion. “The marketing campaign represents a brand new degree and scale of collaboration that has put girls on the middle of the narrative.”
Alongside the business, Beyoncé and Levi’s additionally launched what is going to presumably be the ultimate drop of merch tied to her COWBOY CARTER period. Beginning on Monday (Aug. 4) through the singer’s web site — and globally via Levi’s on Thursday (Aug. 7) — followers can store three head-to-toe denim units. One incorporates a traditional end, whereas the opposite two function crystal gildings and lace particulars, respectively.