Beyond Bad Bunny and his momentous halftime show—a tribute to all of America (The only thing stronger than hate is love) this year’s Superbowl honored all-time classics in more ways than one. Cue the jumbotrons. Cue James Brown’s timeless Get Up Offa That Thing. Cue Levi’s® anthem film “Backstory” proudly debuting their bold new global campaign “Behind Every Original”
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Stars and Stripes
It was a roster reveal of pure stardom. ROSÉ flitted in motion with an ease that felt effortless, clad in Loose Cut Boot Jeans and a Relaxed Fit Trucker that seems tailor made exclusively for her. Grammy-winning rapper Doechii—the swamp princess herself, closed it out with a behind-the-back concert view that screamed iconic. She didn’t come first. Her Low Slim Boot cut jeans took the frame, and stole the spotlight.
Not limited to the stage nor the front of the lens, the Originals’ legacy comes into full focus when it becomes the anchor for these style-setters. Raw, uncut looks behind-the-scenes echoed the stories stitched onto the Originals we grew to love, yet never fully appreciated from the back.
Backsides and Backstories
Worn through by those that set the standard, arched stitching and the Red Tab™ don’t just pop up in this showcase. They envelop the screen. The back, often hidden from sight, becomes the point of view. With a playful twist, expectations subvert and give way to a fresh visual chapter in their story spanning decades upon decades.
Directed by Kim Gehrig and shot over the course of six days from Los Angeles to London, the punchy six-second edits chose not to lean on the faces of its cast. Instead, it shifted attention to movement.
Raw expression in every strut, twist, and stretch that spoke a hundred stories. It isn’t rooted in the realm of chart-toppers either. Cowgirls, construction workers, climbers, and people honored Levi’s simply through movement.
Rooted in real moments across culture, the swagger on display never dipped. It popped out—popping now still, in an authentic blitz that only denim-covered cool could provide.
As it turns out, stars trust in the legacy of Levi’s® to reflect their shine. And this time, it all comes from the back.
Hip swings, long struts, and calf stretches are your highlights now. Make it happen with Levi’s® and find the best pair for you on their website.
Photos and Featured Image: LEVI’S®
Frequently Asked Questions
Levi’s “Behind Every Original” is a global brand campaign that debuted during the Super Bowl via an anthem film titled “Backstory.” Directed by Kim Gehrig and shot over six days across Los Angeles and London, the campaign features ROSÉ of BLACKPINK and rapper Doechii, and is built around a visual concept that foregrounds movement and the back of the body rather than faces.
In the Levi’s “Behind Every Original” campaign film, ROSÉ wears Loose Cut Boot Jeans paired with a Relaxed Fit Trucker jacket. Doechii appears in Low Slim Boot cut jeans. Both looks were featured in Levi’s Super Bowl anthem film “Backstory.”
The Levi’s “Backstory” anthem film was directed by Kim Gehrig and produced over six days with shoots in Los Angeles and London. The film uses six-second edits that shift focus from the faces of its cast to movement — strutting, stretching, and dancing — as a way of celebrating the back of Levi’s jeans, including the brand’s arched stitching and Red Tab.
The creative concept behind “Backstory” inverts the typical fashion campaign perspective by centering the back of the body — and the back of Levi’s jeans — as the primary visual point of view. The arched stitching and Red Tab, usually seen from behind, become the focal point, reframing the iconic details of Levi’s Originals as a signature rather than an afterthought.
The Levi’s styles featured in the campaign — including ROSÉ’s Loose Cut Boot Jeans and Doechii’s Low Slim Boot cut jeans — are available through the Levi’s Philippines website at levi.com.ph.
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