Levi’s “Behind Every Original” Super Bowl Campaign Spotlights the Stories

Levi’s “Behind Every Original” Super Bowl Campaign Spotlights the Stories

Levi’s has returned to the Super Bowl with a campaign that reframes its most recognizable asset: the rear view. Titled “Behind Every Original,” the film, directed by Kim Gehrig, debuted during the broadcast and introduces a new concept centered on personal backstories told exclusively from behind.

The premise is direct and visually compelling. By focusing solely on the posterior perspective, the campaign highlights the elements that have made Levi’s instantly identifiable for generations: the precise arc of stitching, the balanced silhouette, and the enduring Red Tab. These details, seen in reverse, become the entry point to each wearer’s narrative.

A Cast That Spans Music, Sport, and Culture

The lineup unites a diverse group of cultural figures alongside everyday originals. Grammy-winning rapper and singer Doechii appears alongside BLACKPINK’s Rosé, NBA champion Shai Gilgeous-Alexander, Grammy-winning filmmaker and DJ Questlove, and model Stefanie Giesinger.

Doechii in Low Slim Bootcut jeans; Rosé in Loose Bootcut jeans paired with a Relaxed Fit Trucker jacket; Shai Gilgeous-Alexander in the 578 Baggy silhouette; Questlove in 505 Regular Fit jeans. Each look draws from Levi’s archival DNA while feeling distinctly contemporary.

Cultural Resonance in Every Frame

The film references defining moments in popular culture — from the leather-jacketed swagger of George Michael’s “Faith” era to a modern reinterpretation of Bruce Springsteen’s “Born in the U.S.A.” album cover — threading Levi’s through decades of style and attitude. These nods are not nostalgic gestures; they underscore the brand’s role as a constant in evolving American (and global) identity.

By placing the backside front and center, Levi’s reminds audiences that originality is often best understood in reverse: the details we notice first, the stories we carry without thinking, the pieces of clothing that have quietly shaped how we move through the world.

The result is a concise, confident statement from a house that has spent 150 years defining what an original looks like — from every angle.

Images Courtesy of Levi’s

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