TV ad: Levi's Jeans: The Denim Cowboy

Embed Video

Top 6: August 13th 2025

Levi’s has released The Denim Cowboy, the final chapter in its ‘REIIMAGINE’ campaign with Beyoncé. Created by TBWAChiatDay LA in partnership with Parkwood Entertainment, the campaign launched following the release of the singer’s country album Cowboy Carter in March 2024. The 90-second film draws from the three earlier chapters – 'Launderette', 'Pool Hall', and 'Refrigerator' – and adds new scenes and extended footage. Set to a version of Beyoncé’s track ‘Levii’s Jeans’, it showcases looks from the BEYONCÉ x LEVI’S denim collection. The spot was directed by long-time Beyoncé collaborator Melina Matsoukas through de la revolućion/PRETTYBIRD. It includes a scene in which Beyoncé wins a pair of 501 jeans from a pool shark character played by Timothy Olyphant, reprising his role from 'Chapter 2: Pool Hall', which reimagined a 1991 Levi’s ad.