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Alicia Keys Champions Badass Women in FCB West's New Levi's Spot

Creative 1.0k Add to collection

Little Minx's Malik Sayeed directs bold new ad starring the US pop star

Alicia Keys Champions Badass Women in FCB West's New Levi's Spot

Today, the Levi’s brand announces the launch of its all new women’s denim collection and Fall 2015 global brand campaign. The campaign, built around “Live In Levi’s”, features global artist, multi-Grammy award winning singer/songwriter, producer and activist, Alicia Keys who will lend her one-of-a kind voice and style to the Levi’s brand for the debut of an all new transformational women’s denim collection. The Levi’s brand will not only showcase Keys’ unique personal style and individuality, but will also feature her powerful voice with “28,000 Days,” an exclusive song as the soundtrack of the campaign. 

“When you are authentically yourself, you are so gorgeous and powerful. I’ve come to the revelation that I’m just a jeans girl at heart. I feel the most confident, comfortable, sexy and strong in my jeans,” says Alicia Keys. “Levi’s is for every woman...there is something for everyone...much like music, Levi’s brings people together from all walks of life and cultures.”

For more than 80 years, women have been wearing Levi’s to feel confident and strong, to express their own brand of originality and personal style. And for 80 years, the Levi’s brand has obsessed over making the perfect pair of jeans for women. The brand that invented the original blue jean in 1873—the iconic 501—then created the first-ever blue jean for women in 1934, revolutionizing women’s fashion forever. Eight decades have taught Levi’s a thing or two about a woman’s body: how to enhance her shape, the styles she wants to wear and the details that transform a good jean into the perfect jean.

For Fall 2015, Levi’s has harnessed all of this knowledge, paired with the innovation and relevancy of today and painstaking research with fans across the globe to create a transformative women’s jean collection rooted in the key fits, styles and details that women want. Utilizing the latest fabric innovations and slimming technologies, the most advanced stretch and recovery, signature authentic Levi’s details and world-class finishing, Levi’s has created the perfect fitting jean for each body type. 

Alicia Keys needs little introduction. She’s a timeless talent with an authentic voice and style, making her a perfect match for the Levi’s brand. She’s won countless awards since her debut in 2001, but it’s her soulfulness and authenticity that has made her a global icon and revered philanthropist and spokesperson for the causes she believes in. 

She seeks to inspire and connect with her fans through her powerful and honest voice. 

“People have been living in their Levi’s since we invented the blue jean. Experiencing all the adventures the world has to offer, expressing their own brand of authenticity and unique personal style. Alicia Keys embodies that spirit of the brand and brings it to life in such an inspiring and resonant way for women everywhere,” said Jen Sey, Chief Marketing Officer for the Levi’s brand. “We are so proud to launch our new women’s denim collection with Alicia. She truly represents what the Levi’s brand is all about.”

The latest “Live in Levi’s” campaign continues to pay homage to the iconic brand’s 140+ year history of being constant companions to those who wear them and love them—from rock stars to presidents, farmers to fashion icons, entrepreneurs to the everyman. The campaign spans digital and social platforms, TV, cinema and print globally, aiming to deeply engage and activate consumers through real-life and virtual events, as well as mobile and in-store experiences. All creative captures the spirit of the iconic Levi’s brand that has always been an embodiment of the events of its time.

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Production Company

Director: Malik Sayeed

Executive Producer: Rhea Scott/Jennette MacLachlan

Production Company: Little Minx

Line Producer: Jack Benson


Audio Post Production: One Union

Sound Engineer: Joaby Deal


Edit Company: Rock Paper Scissors

Editor: Biff Butler / Alyssa Oh

Producer: Chris Noviello

Creative Agency

Account Executive: (Assist) Abby McBeth

Creative Agency: FCB West

Group Account Directors: Vicki McRae

Group Creative Director: Colin McRae

Senior Producer: Rob Lee

Genres: People, Dialogue

Categories: Clothing and Fashion, Day Wear

FCB US, Thu, 16 Jul 2015 12:33:50 GMT