Behind every legacy is a person who started with nothing but a vision. Behind the scenes, the concert started with a song they wrote with emotion. Behind every big move in the industry is an evolution of highs and lows. Behind every yes was 1k+ no and reworking of design and manufacturing. It’s more about grabbing people with a hook, a song, or reanimating a moment. The latest Levi ad Behind Every Original does just that.

A cameo of a series of signature denim from Rosé, Questlove, and Doechii for musician lens. Shai Gilegrous Alexander, Stefanir Giesinger as a model and signature costume of Woody from Toy Story.

Thecheid marketing officer of Levi Strauss & Co

This global campaign celebrates our place at the center of music, sports and fashion culture — as well as in the closets of fans across generations. It’s fitting to have it launch during the Super Bowl being played at Levi’s® Stadium, which has become a cultural moment in its own right, through the unifying power of sports.”