Singapore – Levi’s has released the second chapter of its ‘REIIMAGINE’ campaign starring Beyoncé. Titled ‘Pool Hall,’ it builds on Levi’s recent campaign reimagining the brand’s decades-old advertisements.
Aiming to highlight Levi’s denim as timeless and versatile, ‘Pool Hall’ draws from a 1991 advertisement of the same title. It also intends to showcase Levi’s legacy over the years.
Levi’s first ‘REIIMAGINE’ chapter, titled ‘Launderette,’ took inspiration from its 1985 advertisement.
The film, directed by Melina Matsoukas, features Beyoncé modelling Levi’s denim in a pool hall setting alongside actor Timothy Olyphant.
Supplemental images also highlight Levi’s denim products, customised to reflect individuality.
‘Pool Hall’ rolls out globally on television, digital, social media, out-of-home, and brand activations.
The campaign was made in collaboration with TBWA\Chiat\Day LA and de la revolućion/PRETTYBIRD.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does. And when I think of all those things, I think of Levi’s,” Beyoncé said.
“For the second chapter in our collaboration, we had even more fun in reimagining the denim-on-denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power,” she added.
“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core. Pool Hall honours our heritage while breaking new ground, giving fans a chance to personalise their Levi’s and express their unique style,” Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co, said.
