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Levi’s iconic “Launderette” ad has had an Americana makeover with help from Beyoncé.
The Cowboy Carter singer takes a starring role in the brand’s reprise of its 1985 ad from London agency BBH.
Set to the sound of “I Heard it Through the Grapevine” by Marvin Gaye, the original spot showed model Nick Kamen strip down to his boxers in front of incredulous onlookers and toss his Levi’s 501 jeans into a washing machine.
This time, Beyoncé takes the lead in a global campaign brought to life by Levi’s agency of record TBWA/Chait/Day LA and Emmy Award-winning cinematographer Marcell Rév, who has already worked with Queen Bey as well as other artists including Miley Cyrus.
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