Levi’s and Beyoncé have just launched “Pool Hall,” the second chapter of their ongoing “REIIMAGINE” campaign. Accompanying “Pool Hall” is a new film and imagery that reinterprets the 1991 Levi’s ad of the same name.
Building on the success of the first chapter — “Launderette,” which inspired audiences by reimagining a classic 1985 advertisement — “Pool Hall” reinterprets the iconic 1991 Levi’s ad of the same name. For this second chapter in the REIIMAGINE campaign, Levi’s teamed up with Grammy Award-winning director Melina Matsoukas, evolving this piece of Levi’s history while showcasing the timeless versatility of its garments.
According to the Levis release, the “Pool Hall” film captures Beyoncé defying expectations as she takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool. “Celebrating Levi’s products as modern style staples that continue to evolve, the new chapter embraces bold interpretations and encourages wearers to make them their own.” Chapter 2’s accompanying images highlight striking pieces, including the Ribcage Wide Leg jeans, the Braided Vest and the Spade Trench, styled with custom embellishments to reflect the spirit of individuality and reinvention central to the campaign.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” said Beyoncé. “And when I think of all those things, I think of Levi’s.” She continued, “For the second chapter in our collaboration we had even more fun in reimagining the denim on denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power.”
“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s and express their unique style.”
“Pool Hall” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations. Additionally, the Levi’s brand’s social media will feature additional style content from global creators that encourages viewers to make their own style mark. Fans and friends of the brand will also be invited to participate in experiences that will serve as a playground for their own “reimaginations.”
The full version of the film can be found on YouTube.
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