The Levi’s® brand has unveiled “Behind Every Original,” a bold new global campaign that celebrates the individuals who push culture forward—by flipping the camera to an unexpected angle. Launching during the Super Bowl with the anthem film Backstory, directed by Kim Gehrig, the campaign puts both global icons and everyday trailblazers in the spotlight, seen exclusively from behind as they share the personal journeys that shaped them.
The concept is playful yet purposeful. The backside is the most iconic point of view of Levi’s® jeans—where the arcuate stitching, signature silhouette, and Red Tab™ instantly signal originality. For more than 150 years, Levi’s® denim has been worn by cultural catalysts who challenged norms, shaped movements, and defined generations across music, sport, fashion, and art.
According to Kenny Mitchell, Global Chief Marketing Officer of Levi Strauss & Co., Behind Every Original tells a story only Levi’s® can own—one rooted in cultural relevance and authenticity. Its Super Bowl debut at Levi’s® Stadium underscores the campaign’s message of unity through culture and sport, positioning Levi’s® as both a heritage brand and a living part of modern identity.
The film features an eclectic lineup of Originals, including Grammy-winning artist Doechii, global superstar ROSÉ, NBA MVP Shai Gilgeous-Alexander, Questlove, Stefanie Giesinger, and even Disney-Pixar’s Woody. Every frame celebrates movement, self-expression, and confidence—honouring icons of the past while reimagining cultural moments for a new generation. Visual nods range from George Michael’s Faith era to a contemporary twist on Bruce Springsteen’s Born in the U.S.A. cover.
Soundtracked by James Brown’s Get Up Offa That Thing, the film pulses with joy and momentum, reinforcing its message: culture moves forward when people do. Shot across Los Angeles, Oklahoma City, and London, the production leaned into authenticity by casting real cowboys, construction workers, climbers, and youth, ensuring the campaign reflects lived experience rather than performance.
Following the Super Bowl, Levi’s® will roll out a series of six-second reveal films spotlighting each Original—shifting focus from fame to movement and individuality. The campaign will live across social, digital, in-store, and out-of-home platforms throughout the year, revealing deeper backstories anchored by iconic Levi’s® products.
From Low Slim Boot cuts and Ribcage jeans to 505® Regular Fits and 578® Baggy styles, the campaign showcases Levi’s® denim as a timeless uniform for self-expression. With custom pieces crafted for select ambassadors, Behind Every Original reinforces one truth: behind every defining moment, there’s a story—and Levi’s® has been there for generations.
