LEVI’S RETURNS TO THE SUPER BOWL WITH BOLD “BACKSTORY” CAMPAIGN

After a 23-year absence, Levi’s made a striking Super Bowl comeback with “Backstory,” a cheeky second-quarter spot celebrating denim’s most iconic feature—the butt. The ad launches Levi’s global “Behind Every Original” campaign, extending across digital, social, and in-store platforms, underscoring the brand’s enduring cultural relevance and creative reinvention.  

For Levi’s, the Super Bowl has always been more than a sporting spectacle—it is a cultural stage where brands cement their place in the American imagination. On Sunday night, after more than two decades away, Levi’s returned to that stage with a bold new commercial that reminded audiences of the timeless allure of denim.  

The second-quarter spot, titled “Backstory,” was a playful yet powerful ode to one of the most defining features of a pair of jeans: the butt. With a wink to Levi’s heritage and a nod to contemporary culture, the ad showcased a series of denim-clad backsides, each telling its own story of individuality, confidence, and style. In doing so, Levi’s reclaimed its place in the Super Bowl spotlight, reminding viewers that jeans are not just clothing—they are cultural artifacts.  

“Backstory” is the opening chapter of Levi’s new global campaign, “Behind Every Original,” developed in partnership with TBWA\Chiat\Day Los Angeles. The campaign seeks to highlight the personal narratives woven into every pair of Levi’s, positioning the brand as a canvas for self-expression. Following the Super Bowl debut, Levi’s will roll out additional content in bite-sized six-second videos, designed for digital and social platforms. The campaign will also extend into in-store activations and out-of-home placements, ensuring that the message resonates across multiple touchpoints.  

The decision to return to the Super Bowl was not taken lightly. Levi’s last appearance came in 2003, nearly a quarter century ago, when the brand was navigating a different cultural and commercial landscape. Since then, the Super Bowl has become an even more competitive advertising arena, with brands investing millions to capture fleeting moments of attention. For Levi’s, the return signals both confidence in its creative vision and a renewed commitment to cultural relevance.  

Michelle Gass, CEO of Levi Strauss & Co., underscored the importance of the campaign during the company’s fourth-quarter earnings call. She spoke about the resonance of “Behind Every Original” and the significance of Levi’s Super Bowl comeback, framing it as a strategic move to reinforce the brand’s global identity. “This campaign is about celebrating the originality that has always been at the heart of Levi’s,” Gass noted, emphasizing that the Super Bowl spot was designed to spark conversation and connection.  

The creative choice to focus on the butt—a feature both humorous and iconic—was deliberate. Denim has long been associated with freedom, rebellion, and individuality, and Levi’s sought to capture that spirit in a way that was both universal and memorable. By centering the campaign on a playful yet unmistakable symbol, Levi’s tapped into the cultural zeitgeist while staying true to its heritage.  

The timing of the campaign also reflects Levi’s broader ambitions. As the company navigates shifting consumer preferences and intensifying competition in the apparel industry, it is leaning into storytelling as a differentiator. “Behind Every Original” positions Levi’s not just as a product, but as a cultural companion—one that has been present in defining moments of style and identity across generations.  

The Super Bowl spot itself was a masterclass in brevity and impact. In just 30 seconds, Levi’s managed to blend humor, nostalgia, and modernity, creating a piece of advertising that felt both fresh and familiar. The choice to follow up with six-second videos demonstrates an understanding of contemporary media consumption, where attention spans are short and content must be both snackable and shareable.  

For Levi’s, the return to the Super Bowl was more than a marketing play—it was a statement of intent. By reclaiming its place on one of the world’s biggest advertising stages, the brand signaled that it remains a cultural force, capable of reinventing itself while staying true to its roots.  

As the campaign unfolds across platforms, Levi’s will be closely watched for how it sustains the momentum generated by “Backstory.” If the Super Bowl spot is any indication, the brand has struck a balance between heritage and innovation, humor and authenticity. In an era where consumers demand both meaning and entertainment, Levi’s has delivered a campaign that is cheeky, confident, and unmistakably original.  

At its core, “Backstory” is not just about denim—it is about the stories we tell through what we wear. And for Levi’s, those stories are once again being told on the biggest stage of all.