The advert comes two months after the second chapter’s unveiling.
For the third installation of the REIIMAGINE campaign, Grammy Award-winning popstar Beyoncé and Levi’s have created Chapter 3: Refrigerator. The advert reinterprets the 1988 commercial Fridge and features the song Mannish Body by Muddy Waters, again creating a gender-flipped version with Beyoncé as the protagonist.
This time, the video takes the campaign into a roadside diner, showcasing Beyoncé dressed in a full outfit of iconic Levi’s pieces – the Western Shirt, 501 Original Shorts, a fresh white tank, and a red paisley bandana.
The advert also features a cameo from Willie Jones, a country singer and collaborator on Beyoncé’s latest album “COWBOY CARTER,” further showing the reinvention of country music through Beyoncé’s musical expertise.
Directed by Melina Matsoukas, the advert shows Beyoncé closing up the diner and sweating behind the counter as her song LEVII’S JEANS plays in the background.
Kenny Mitchell, global chief marketing officer of Levi’s said: “Levi’s isn’t a legacy brand – it’s a brand with an incredible legacy that has consistently remained at the centre of culture. Through REIIMAGINE and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s iconography and celebrating what it means to lead with intent and confidence.”
Beyoncé’s international Cowboy Carter Tour was announced earlier this year and is due to commence on 28 April in California, and will end on 14 July in Georgia, USA. Expect dates in Europe and (hopefully) the Middle East. The singing sensation will perform at Tottenham Hotspur Stadium in London on 5, 7, 10 and 12 June 2025.
Check in with FACT for the best things to do in the GCC.
GO: Visit www.levi.com for more information.