Beyoncé is all about paying homage to American classics, and she’s putting her own spin on a commercial from 1985 in her Levis.
The music icon Beyoncé, 43, is the star of a new Levi’s jeans ad, recreating a famous commercial from 1985 called “Launderette.” In the original ad, model Nick Kamen walks into a laundromat, strips down to his white boxers, and throws his Levi’s jeans into the washing machine while people stare.
In Beyoncé’s version, she walks into a laundromat wearing a blue denim cowboy hat, a white T-shirt, and tight-fitting jeans. Instead of water, she throws a bucket of diamonds into the machine and takes off her jeans, revealing white boxer briefs, while others watch.
The commercial is full of Beyoncé’s signature style and is set to her song “LEVII’S JEANS” featuring Post Malone from her 2024 album Cowboy Carter.
Fans were quick to share their excitement about the new ad, with comments like, “I’m analyzing every detail for clues about act three and hidden surprises,” and “THE DIAMONDS AS WATER!” Another fan said, “Now I want a pair of diamond-washed Levi’s.”
The ad is part of a new campaign called “REIIMAGINE,” where Beyoncé will appear in more commercials and different kinds of ads for Levi’s.
In a press release on Monday, September 30, Beyoncé said, “My song ‘LEVII’S JEANS’ celebrates what I see as the ultimate American outfit — something we all proudly wear.”
“I’m proud to work with Levi’s to create classic American imagery. Denim on denim is usually thought of in a more male way, so this campaign, which focuses on the strong female perspective, means a lot to me.”
“I’m excited to find new ways for our ideas to come together, empowering women and celebrating their strength.”
Kenny Mitchell, the global Chief Marketing Officer of Levi’s, said, “Levi’s has always been the unofficial uniform for people striving for better. A big part of that is constantly changing and creating new cultural trends.”
“With Beyoncé, we are exploring the idea of reimagination through this campaign. It helps us connect with our fans in fresh ways and supports the growth of our women’s line as the leading denim lifestyle brand.”
The release explains that the campaign is “inspired by Levi’s long history and the innovative ideas of one of the most important people in modern culture. It shows that the brand remains a key part of culture today.”
I Was the Only One Who Went to My Grandma’s Birthday Brunch — After Seeing Her Tears, I Taught My Family a Lesson
My dear Gran-Gran invited our family to celebrate her birthday, and that’s when it all began. I had no idea that my family would let her down in such a painful way. I was resolved to impart a lesson on them that they would never be able to forget.
Gran-Gran is a remarkable woman who raised my siblings and me essentially during our parents’ divorce. She is everything to me, thus I found it incomprehensible that the other members of my family could let her down.
Rather than having us arrange something exceptional for her 83rd birthday, Gran-Gran decided to host a brunch at her home. She got up early to bake her own bread and pastries in spite of her health problems. Even though her hands were shaking, she wrote and assembled the invitations herself.
I was inspired to attend by Gran-Gran’s special day by the time and work she put into it. Regretfully, work obligations caused me to arrive ten minutes late. I was astonished to find my grandmother clearing dishes off the table and putting coffee down the sink when I first went in.
I questioned Gran-Gran why there was nobody else at the celebration, feeling both confused and worried. She told me, fighting back tears, that nobody had bothered to come. Her attempts to conceal her disappointment and act as though everything was fine crushed my heart.
I was unable to overlook this. I vowed to myself that I would make up to Gran-Gran and leave my family with a lasting lesson. I excused myself and went outside to make some phone calls after spending some quality time with her.
Initially, I informed my mother over the phone that my grandmother had fallen and was currently in the hospital. I put her under pressure by telling her that if she had gone to the brunch, the accident might have been prevented. My mother consented to send funds to pay the fictitious hospital expenses.
Next, I called my brother and asked him why he hadn’t been there. I informed him that Gran-Gran was hospitalized and that his presence might have had an impact. He said he would pay some money toward the imaginary bills.
I called additional relatives in a similar way, making them feel bad and persuading them to contribute money for the purported hospital bills. I surprised Gran-Gran with a trip to a stunning location she had always wanted to see with the money we raised.
We made wonderful memories together and lavishly celebrated her birthday during our time together. Gran-Gran was beaming with happiness when we got home. My family never missed another event after that day. Every birthday, holiday, and Sunday meal they attended.
I had no remorse about what I did, even though they still gave me the cold shoulder over it. Gran-Gran’s joyful expression made it all worthwhile. How would you have responded if you had been in my position? Tell me what you think.
Though it has been romanticized for artistic purposes, this work draws inspiration from actual individuals and events. For reasons of privacy protection and story improvement, names, characters, and details have been changed. Any likeness to real people, alive or dead, or real events is entirely accidental and not the author’s intention.
The publisher and author disclaim all liability for any misinterpretation and make no claims on the veracity of the events or character portrayals. The thoughts represented in this story are those of the characters and do not necessarily represent the viewpoints of the author or publisher. The story is offered “as is.”
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