Butts lifting, butts walking, butts getting ready to rock—whatever the task, Levi’s has their back.
“Backstory” marks the denim brand’s return to the Super Bowl after two decades, and it’s a delight. Take note, American Eagle—you can make a denim ad that’s sexy without stoking a national controversy.
But is the concept too simple for the world’s biggest advertising stage? We asked creatives to share their reactions.
“Levi’s has always been a leader in inclusion and has a long history of celebrating those that push culture forward. They were the first brand to dress Destiny’s Child and embrace their curves, and this ad built on that history. Across music genres, curves and ethnicities, the ad celebrated all types of people and featuring genre-bending artist Doechii further built on their brand legacy.”
JM Herrmann, Chief Strategy Officer, Thinkingbox
“Every agency has been asked this again and again: “Honor our heritage but make it feel modern.” And yet brands fumble it because they treat legacy like a museum exhibit instead of living proof. Proof that their values were relevant versus proof they still are. Levi’s nailed it because they didn’t explain the legacy, they just put it in motion next to what’s happening now, and trusted the audience to connect the dots. Proving that you show, don’t tell, and if the audience feels a connection, no matter what generation they are, you know you did it right.”
Joey Chowaiki, COO, Open Influence
“The Levi’s spot felt authentic and unforced, and that’s why it worked. It showed people from all walks of life, with some unexpected, playful touches from Woody from Toy Story to a “Born in the USA” Bruce Springsteen nod. The message was simple, confident, and deeply on brand for a denim label that has always stood for individuality.
It also landed as a genuine feel-good moment. In a broadcast full of noise and competing messages, Levi’s delivered something human and optimistic, the kind of ad that leaves people smiling and reinforces why the brand has endured for generations.”
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