Levi’s® Brand Debuts “Behind Every Original” Campaign With Super Bowl Film Highlighting Backstories And Backsides

SAN FRANCISCO, Feb 9 (Bernama) -- The Levi’s® brand today launched “Behind Every Original,” a bold new global campaign that celebrates the people who push culture forward — with one cheeky twist. Debuting during the Super Bowl with the anthem film “Backstory,” directed by Kim Gehrig, the Levi’s® brand flips expectations by showcasing both celebrity icons and everyday Originals exclusively from the backside, letting them share their game-changing Levi’s® backstory.

Why the backside? Because it's the most iconic point of view of Levi’s® jeans. The arcuate stitching, silhouette and the Red Tab™ instantly signal originality. For over 150 years, Levi’s® jeans have been the uniform of cultural catalysts who step off the beaten path and shape what comes next in music, sport, fashion and art. They have been the uniform of the movements and moments that have changed the world and shaped culture — worn by the ones pursuing progress.