Beyoncé stars in Launderette in Levi's classic ad return

Levi’s is going back in time to bring a modern twist to a series of classic TV and print ads, bringing them into the modern era through celebrated filmmaker Melina Matsoukas.

The first film is inspired by ‘Launderette’, the 1985 ad that not only defined the era but also reignited Marvin Gaye’s I Heard It Through the Grapevine in the charts and launched the career of the late Nick Kamen.

This time it features Beyoncé taking the starrring role and is backed by her Levii’s Jeans track from the Cowboy Carter country album.

It opens with the Single Ladies star carrying a bucket of stones in to the laundrette before she pours them into one of the washing machines and then strips off her jeans and adds them to drum. And, according to the official blurb, the ad “places Beyoncé centre stage and celebrates the Levi’s brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike”.

The fully integrated campaign, which will include TV, out-of-home, digital, social media, print, brand activations and exclusive products, kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, giving fans a sneak peek into the campaign to come.

The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PrettyBird.

Levi Strauss & Co global chief marketing officer of the Levi’s brand Kenny Mitchell said: “The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture.

“In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”

Beyoncé added: “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honored to work with Levi’s to create quintessential American iconography.

“Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength.”