Levi’s is turning the 2026 Super Bowl into a global runway for originality with its new “Behind Every Original†campaign, fronted by music powerhouses ROSÉ and Doechii and built around one cheeky premise: that the most iconic view in denim is from the back. Debuting with the anthem film “Backstory,†the campaign celebrates people who push culture forward while keeping the camera locked on backstories and backsides, reframing jeans as living archives of movement, memory, and self expression rather than just product.
A Super Bowl Film Shot from the Back
The “Backstory†spot, directed by Kim Gehrig, flips the usual celebrity formula by showing both stars and “everyday Originals†exclusively from behind, using pocket arcs, the Red Tabâ„¢, and silhouettes as the main identifiers. Every frame is, as the brand describes it, a celebration of the backside “in all its denim covered glory,†with the cast strutting, dancing, and moving…
through real life scenes while living in their Levi’s. Every frame is a celebration of the backside in all its denim covered glory.
Alongside ROSÉ and Doechii, the lineup features Shai Gilgeous Alexander, Questlove, model Stefanie Giesinger, and even Woody from Disney Pixar’s “Toy Story,†each framed as an “Original†whose story is told through how they move in their jeans.
It’s a casting strategy that mirrors how culture actually travels now, through music stages, tunnels, social feeds, and screens, while keeping denim as the quiet constant across every scene.
https://www.instagram.com/p/DUhG53xAfyH/?img_index=6 Levi’s Stakes Its Claim on Culture “Behind Every Original†is conceived as a global brand platform that will roll out over 2026, continuously revealing more backstories anchored by iconic Levi’s products. “One of the things I love most about the ‘Behind Every Original’ campaign is that it threads together a story only Levi’s® can tell,†said Kenny Mitchell, global chief marketing officer of Levi Strauss & Co…
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.