• by Sarah Mahoney  @mahoney_sarah, February 25, 2025

Levi’s is rolling out the second phase of its Beyoncé-driven campaign, with the singer delivering a delicious pool-hall defeat to actor Timothy (“Justified”) Olyphant. Like the first go-round, “Launderette,” the spot reboots a classic Levi’s ad, this one from 1991.

But this one lands as Beyoncé moves further up the pantheon, just weeks after her “Cowboy Carter” won a Grammy for both Country Album of the Year and the much-coveted Album of the Year.

“Pool Hall” also features “Levii’s Jeans,” one of the album’s hit singles.

The spot is also a fashion departure for Levi’s, as the apparel giant tries to expand the definition of denim well beyond jeans. Chapter 2 of the campaign highlights brand-new ways to be blue, including Ribcage Wide Leg jeans, Braided Vest and the Spade Trench, all styled with custom embellishments to reflect the spirit of denim’s individuality.

“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 CMO, in the announcement. “Pool Hall” adds to that heritage “while breaking new ground, giving fans a chance to personalize their Levi’s and express their unique style.”

TBWA\Chiat\Day LA is the agency, with Grammy Award-winner Melina Matsoukas directing.

The ads are running as part of a global campaign, including TV, digital, social media, out-of-home and brand activations. Levi’s is also working with global creators to produce style content that encourages viewers to make their style mark. Brand activations will include experiential efforts offering people a “playground for their own reimaginations.”

The Beyoncé collaboration is all part of Levi’s CEO Michelle Gass’s ambition to build a denim-on-denim transformation for the San Francisco-based company.

The strategy seems to be working. Last month, the company posted revenues of $1.8 billion, up 12% from the comparable period of the prior year, or 8% on an organic basis.

“Our improved performance is a direct result of the work we have done to transform the company into a best-in-class omnichannel retailer,” Gass said in that announcement. “We have a strong plan for the year ahead supported by a robust product pipeline, the continuation of our marketing campaign with Beyoncé and continued retail expansion.”