Levi’s and Beyoncé revered ‘Reiimagine’ campaign sees a 90-second spot that weaves longer cuts of the previous three commercials, ‘Launderette’, ‘Pool Hall’ and ‘Refrigerator’. One key added scene draws from the 1991 Levi’s ad ‘Chapter 2: Pool Hall’ and sees the actor Timothy Olyphant reprise his role as a pool shark with Beyoncé winning a pair of 501 Jeans off him.
‘Chapter 4: The Denim Cowboy’ was created by TBWA\Chiat\Day LA and directed by Melina Matsoukas, who worked with Beyoncé on her Lemonade visual album.
The series of ads with Beyoncé kicked off last year and coincided with her Cowboy Carter album release and tour. The work has been widely praised and is credited with a surge in Levi’s sales. The brand reported $1.4bn in sales in Q2 of 2025 and a 6% uplift in net revenue. Chief executive Michelle Gass claimed in a recent earnings call: “The Levi's brand has never been stronger.”
One industry commentator called the campaign a “masterclass in acceptable sexualization”, and Sir John Hegarty has used the ad as a case study of why the industry should be making ads longer.