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Beyoncé and Levi's New Ad Campaign Generates $5 Million in Just 48 Hours

Klaudia//October 5, 2024
Beyoncé and Levi’s officially unveiled their ad campaign on Monday. The collaboration comes after the Grammy-winning singer gave the clothing brand a call-out with her song “Levii’s Jeans” from her eighth studio album “Cowboy Carter,” which released last March.

Beyoncé posted the campaign images to her Instagram account, sharing two placements and amassing $1.3 million in Media Impact Value, according to Launchmetrics. Over a period of 48 hours, the campaign earned $5 million in MIV. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)

The “Reimagine” campaign stars the venerated singer and entertainer in a twist on some of Levi’s most iconic advertisements. The first ad featuring Beyoncé is a call-back to Levi’s 1985 commercial featuring a young man going into a laundromat, stripping off his Levi’s and waiting in his underwear while his jeans go through the washing machine.
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Beyoncé attends the California Crown

Klaudia//October 3, 2024
1/ST, the innovative brand behind North America’s most prestigious Thoroughbred horse racing, entertainment and wagering events, in partnership with The h.wood Group, introduced The California Crown, LA’s newest entertainment event, setting the stage for a new California tradition at the intersection of sports, entertainment and luxury lifestyle, at Santa Anita Park on Saturday, September 28.

Belinda Stronach, Chairman and CEO, 1/ST and John Terzian, Co-Founder of The h.wood Group, welcomed VIP guests including Beyoncé, Cher, JAY-Z, Sharon Stone, Kathy Griffin, Mario Lopez, Richard Stark, Laurie Lynn Stark, Jesse Metcalf, Allison Janney, Damson Idris, Rachel Harris, Bobby Flay, Symba, The Compton Cowboys and more.

“The inaugural California Crown showcased that Thoroughbred racing and West Coast chic go hand-in-hand. Our vision to bring an elevated entertainment, lifestyle, hospitality and wagering experience came to life with the collaboration of our partners, The h.wood Group, Chrome Hearts, SirDavis American Whisky, and the fantastic team at 1/ST and Santa Anita Park – The Great Race Place! To everyone in attendance, thank you for kicking off The California Crown with style!” said Belinda Stronach, Chairman and CEO, 1/ST.

The California Crown (GI) presented by SirDavis American Whisky was won by Argentina’s Subsanador, owned by Wathnan Racing, trained by Richard Mandella and ridden by jockey Mike Smith. In addition to the $1 million purse, the first-ever California Crown championship trophy designed by Chrome Hearts, was presented to the winning connections by Belinda Stronach alongside Cher and Chrome Heart’s Co-Founder Laurie Lynn Stark.

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Beyoncé Remixes a Classic Levi's Ad in New Campaign

Klaudia//October 1, 2024
Nobody does denim like Beyoncé. The superstar hits the laundromat in a pair of skintight Levi’s 501 jeans for the brand’s “Reiimagine” campaign released on Monday (Sept. 30).

Inspired by “the legacy of Levi’s,” the campaign reimagines the classic 501 jeans as told in a “series of chapters” starring Beyoncé.

“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said in a statement. “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 honoring their strength.”

The first chapter, titled “Launderette,” is inspired by a 1985 Levi’s ad. In the commercial, Bey walks into a laundromat wearing ‘90s Women’s 501 Jeans ($98), an essentials Sport T-shirt and a denim cowboy hat. She opens the washing machine, throws in some diamonds — instead of laundry detergent, because she’s a glamorous girlie — before pulling off her jeans (revealing Levi’s undies) and throwing them in the washer. And of course, her Cowboy Carter track “Levii’s Jeans” plays throughout the commercial.

Emmy-winning cinematographer Marcell Rév brought the visual to life, while Levi’s commissioned photographer Mason Poole for the campaign imagery.

Beyoncé’s Levi’s campaign will expand across television, out-of-home advertising, digital, social media, print and brand activations in addition to exclusive products. To kick off the campaign, digital projections launched in San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin on Monday.

“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,” said Levi’s.
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SirDavis takeover at Hôtel Plaza Athénée

Klaudia//September 28, 2024
Welcome to the SirDavis Whisky Bar! We’re celebrating the launch of SirDavis with an exclusive week-long takeover at The Bar at Hôtel Plaza Athénée during Paris Fashion Week. Now through Sept 30th, we invite you to the world of SirDavis where you can sip on expertly crafted cocktails and indulge in gourmet bites created by Chef Jean Imbert.

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Welcome to Beyoncé Online - your #1 source for everything Beyoncé Knowles. You'll find here a lot of interesting information, one of the biggest photo galleries with over 150.000 pictures, downloads and more! Be sure to check out the latest news about Mrs. Carter and leave your comments. We hope you'll enjoy your stay and come back soon! Have fun!

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Beyoncé attends the California Crown

Klaudia//October 3, 2024
1/ST, the innovative brand behind North America’s most prestigious Thoroughbred horse racing, entertainment and wagering events, in partnership with The h.wood Group, introduced The California Crown, LA’s newest entertainment event, setting the stage for a new California tradition at the intersection of sports, entertainment and luxury lifestyle, at Santa Anita Park on Saturday, September 28.

Belinda Stronach, Chairman and CEO, 1/ST and John Terzian, Co-Founder of The h.wood Group, welcomed VIP guests including Beyoncé, Cher, JAY-Z, Sharon Stone, Kathy Griffin, Mario Lopez, Richard Stark, Laurie Lynn Stark, Jesse Metcalf, Allison Janney, Damson Idris, Rachel Harris, Bobby Flay, Symba, The Compton Cowboys and more.

“The inaugural California Crown showcased that Thoroughbred racing and West Coast chic go hand-in-hand. Our vision to bring an elevated entertainment, lifestyle, hospitality and wagering experience came to life with the collaboration of our partners, The h.wood Group, Chrome Hearts, SirDavis American Whisky, and the fantastic team at 1/ST and Santa Anita Park – The Great Race Place! To everyone in attendance, thank you for kicking off The California Crown with style!” said Belinda Stronach, Chairman and CEO, 1/ST.

The California Crown (GI) presented by SirDavis American Whisky was won by Argentina’s Subsanador, owned by Wathnan Racing, trained by Richard Mandella and ridden by jockey Mike Smith. In addition to the $1 million purse, the first-ever California Crown championship trophy designed by Chrome Hearts, was presented to the winning connections by Belinda Stronach alongside Cher and Chrome Heart’s Co-Founder Laurie Lynn Stark.

Photos, Appearances