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Beyonce at 2024 NFL Halftime Show

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Key Takeaways:

• Beyoncé’s “The Denim Cowboy” commercial revisits iconic denim visuals whereas closing out her Levi’s REIIMAGINE marketing campaign.
• The ultimate merch drop consists of three denim units, every reflecting a unique model from her COWBOY CARTER period.
• The marketing campaign’s visuals and styling draw from Beyoncé’s Southern roots, mixing style and storytelling within the “Live in Levi’s” sequence.

Beyoncé and Levi’s are closing out their partnership with a bang. On Monday (Aug. 4), the pop icon unveiled “The Denim Cowboy,” the fourth and ultimate installment of their REIIMAGINE marketing campaign.

The practically 90-second commercial revisits just a few scenes from Beyoncé’s earlier commercials whereas including some new — or reasonably, reimagined — moments. Instead of arriving on the laundromat with a bucket of diamonds like she did in her earlier update of Levi’s classic “Launderette” commercial, the “TEXAS HOLD ‘EM” singer rides up on a horse at 8:53 a.m.

Later, in “The Heat,” Beyoncé is behind the counter at 5:01 p.m., counting money in denim cutoffs earlier than grabbing a Western shirt out of the fridge. It’s, in fact, an homage to Levi’s unique “Refrigerator” commercial from 1988. Finally, in “The Smoke” at 9:04 p.m., she beats a person at billiards, forcing him to give up his denims. The video wraps up along with her driving off on a bike with the pants tossed triumphantly over her shoulder.

“’The Denim Cowboy’ marks the culmination of the groundbreaking Levi’s REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” Kenny Mitchell, Levi’s world chief advertising officer, mentioned in a press statement. “The campaign represents a new level and scale of collaboration that has put women at the center of the narrative.”

Alongside the business, Beyoncé and Levi’s additionally launched what is going to presumably be the ultimate drop of merch tied to her COWBOY CARTER period. Starting on Monday (Aug. 4) by way of the singer’s web site — and globally by way of Levi’s on Thursday (Aug. 7) — followers can store three head-to-toe denim units. One includes a traditional end, whereas the opposite two characteristic crystal gildings and lace particulars, respectively.