The Super Bowl once again proved why it remains the world’s biggest collision point for sport, music, fashion, and culture. Beyond the action on the field, it’s the rare global moment where brands can speak to millions at once—and only a few manage to do it with real cultural weight.
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Behind Every Original
This year, Levi’s stepped into that moment with the debut of Behind Every Original, a new global campaign that feels less like advertising and more like a cultural statement. Premiering during the game, the campaign’s anthem film, Backstory, brings together a cross-disciplinary lineup of cultural forces, including Doechii, ROSÉ, and Questlove.
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What makes the film compelling isn’t just who appears in it, but how it’s shot. Framed from Levi’s most iconic perspective—behind—the camera shifts focus to the subtle, identity-defining details that have made the brand instantly recognizable for more than 150 years. It’s a literal and symbolic move, reminding viewers that originality often lives in the details people overlook.
Behind Every Original reinforces Levi’s long-standing role as a cultural uniform. From musicians and athletes to artists and tastemakers, Levi’s has consistently been worn by those pushing culture forward rather than chasing trends. The campaign positions the brand not as a trendsetter, but as a constant—something originals return to when everything else changes.
In a Super Bowl landscape often dominated by spectacle, Levi’s took a quieter, more confident approach. Backstory doesn’t shout for attention; it earns it by honouring individuality, craftsmanship, and cultural longevity. The message is clear: trends will always come and go, but originality doesn’t expire. And behind every original, there’s a story worth telling.
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