And Levi's Officially Team Up For New Ad Campaign

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When Beyoncé's "Cowboy Carter" album was released in April, it was her take on country that got most of the attention. But at Levi's headquarters in San Francisco, home of the 501 , there was one track in particular that was getting all the love: a duet with Post Malone called "Levii's Jeans."

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The brand celebrated the callout immediately online, changing its name on social media to "Levii's" with a nod to Queen Bey.

Kenny Mitchell, global chief marketing officer of the Levi's brand at Levi Strauss ⁘ Co., called it moving "at the speed of culture." That started a back-and-forth that has now led to a multimedia ad campaign trading on Beyoncé's star power and Levi's rich heritage.

The "Reiimagine" campaign will reinterpret some of Levi's most iconic advertisements. First up is a 1985 commercial that had a young man going into a laundromat, stripping off his Levi's and waiting in his underwear while his jeans were washed.

But in the updated version, Beyoncé struts in and, supremely confident, puts a strong female character front and center.

The campaign includes television, out-of-home, digital, social media, print, brand activations and exclusive products. It kicked off last week with a teaser on Levi's Instagram account and digital projections in key markets, including San Francisco, Chicago, New York, Atlanta, Paris and Berlin.