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Levi’s® is using the Super Bowl to launch “Behind Every Original,” a campaign directed by Kim Gehrig that focuses entirely on the “backside.” Featuring stars like Doechii, ROSÉ, and Shai Gilgeous-Alexander, the anthem film “Backstory” celebrates the iconic denim view. The campaign highlights cultural catalysts moving forward, proving Levi’s remains the uniform of progress across music, sport, and fashion.
Key Highlights
- Campaign: “Behind Every Original”
- Launch: Super Bowl LIX (Levi’s® Stadium)
- Director: Kim Gehrig
- Star Power: Doechii, ROSÉ, Shai Gilgeous-Alexander, Questlove, Woody (Toy Story)
- Creative Concept: Telling stories through the “backside” view
- Soundtrack: James Brown – “Get Up Offa That Thing”
Levi’s Turns Its Back On Tradition For Super Bowl Ad
In advertising, the rule is usually to put the face forward. For their latest global campaign, Levi’s® is taking a different approach: they are looking at the other side. Launching during the Super Bowl, fittingly hosted at Levi’s® Stadium, the denim giant has debuted “Behind Every Original,” a campaign that exclusively frames its subjects from behind.
The anthem film, titled “Backstory” and directed by Kim Gehrig, operates on a “cheeky” double entendre: focusing on the physical backside to tell the metaphorical backstory of cultural movers.
The Cultural Catalysts
The casting reflects the brand’s current grip on the intersection of music, sport, and pop culture. The film features TDE’s rap phenomenon Doechii, K-pop global superstar ROSÉ, NBA MVP contender Shai Gilgeous-Alexander, and the Roots’ Questlove. In a nod to digital animation history, even Woody from Toy Story makes an appearance.
Set to the high-energy funk of James Brown’s “Get Up Offa That Thing,” the film is less of a commercial and more of a montage of movement. From the swagger of Shai Gilgeous-Alexander in 578 Baggy jeans to Doechii’s choreographed steps in Low Slim Boot cuts, the spot emphasizes that Levi’s aren’t just worn; they are lived in.
A Visual Legacy
Why the backside? According to Kenny Mitchell, Levi’s CMO, it’s about owning the brand’s most distinctive real estate. The arcuate stitching and the Red Tab™ are instantly recognizable without a logo upfront. The film leans into this, referencing iconic denim moments from the past, including nods to George Michael’s “Faith” era and the Bruce Springsteen “Born in the U.S.A.” album cover, while framing the current cast as the next generation of “Originals.”
“The campaign celebrates our place at the center of music, sports, and fashion culture,” says Mitchell. By launching during the Super Bowl, Levi’s is reasserting its dominance not just as a heritage brand, but as the “uniform of progress.”
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The Strategy Behind The Stitching
This campaign is a masterclass in brand equity. Very few companies can identify themselves solely by a pocket tab or stitching pattern. By removing the faces for much of the creative, Levi’s is flexing its confidence: the product is the icon. For marketers and creatives, the “Behind Every Original” concept serves as a reminder that sometimes the strongest angle isn’t the most obvious one. It also cleverly shifts the focus from “who is wearing the jeans” to “what they are doing in them,” turning the product into a vehicle for action rather than just an accessory.
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