The global icon headlines a new commercial for the brand’s “Levii’s” campaign, a sleek, Americana infused homage to her country crossover era, “Cowboy Carter.” Directed by longtime collaborator Melina Matsoukas (“Queen & Slim”), the latest spot reimagines Levi’s iconic 1988 “Refrigerator” ad — but this time, Beyoncé is the center of gravity.
Clad in her custom “Levii’s” jean shorts, the superstar retrieves a denim shirt from the fridge while country artist Willie Jones — who also appears on “Cowboy Carter” — looks on. The spot’s soundtrack features her song “Levii’s Jeans,” a collaboration with Post Malone, weaving the campaign directly into the sound and style of Act II of her anticipated musical trilogy, which began with 2022’s “Renaissance.”
Filmed in late July at the chrome-plated Bendix Diner in Hasbrouck Heights, New Jersey, the commercial marks Chapter 3 of Levi’s larger “Reiimagine” series. The spot is one of several Beyoncé-led reinterpretations of the brand’s most iconic ’80s and ’90s ads. Chapter 1, titled “Launderette,” was shot at a laundromat in Nutley, New Jersey, and flips the 1985 Nick Kamen Levi’s ad. Chapter 2, “Pool Hall,” features actor Timothy Olyphant and riffs on a 1991 favorite.
While Jersey locals might recognize the Bendix from its cameos in “The Many Saints of Newark” and other productions, the impact of Beyoncé’s “Levii’s” campaign is unmistakably global — rooted in legacy denim but refreshed with a distinctly Southern Black flair.
The campaign is one of several strategic moves tied to the launch of her “Cowboy Carter” era, which continues April 28 when her Rodeo Chitlin’ Circuit Tour kicks off with five dates in Los Angeles. Beyoncé will then bring the tour to MetLife Stadium in East Rutherford, New Jersey, for five more shows later in May.
It’s the latest example of Beyoncé’s precision-crafted evolution — merging pop stardom, fashion innovation, and cultural storytelling in one sleek package.
The full “Reiimagine” campaign, including the new “Refrigerator” ad, is now streaming on Levi’s official channels.