Welcome to the third chapter of the REIIMAGINE campaign – and it’s served sunny-side-up, with a heavy dose of confidence, cool, and culture.
Set in a roadside diner that feels like it belongs in a dreamscape road movie, Beyoncé steps into the scene in full denim goddess mode.
Think: Levi’s® Western shirt, 501® Original cutoffs, a white tank, and a red paisley bandana that’s basically a wink to the 80s but styled for right-now.
Directed once again by Grammy-winning visionary Melina Matsoukas (if you know, you know), “Refrigerator” is more than an ad.
It’s a cultural time capsule remixed for the TikTok era.
Inspired by the OG 1988 Refrigerator ad, this new chapter transforms nostalgia into a modern-day celebration of originality, bold self-expression, and that unmistakable Beyoncé flair.
And speaking of flair – guess who shows up?
Willie Jones, one of the standout collaborators on Cowboy Carter, brings his Southern charm into the frame, bridging denim dreams with country-cool swagger.
The campaign – dreamed up with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD – isn’t just a visual feast.
It’s a full-blown global rollout. Think everything from TV and digital to IRL takeovers and bold outdoor stunts.
As Kenny Mitchell, Levi’s® Chief Marketing Officer, puts it:
Captured by Emmy-winning cinematographer Marcell Rév and lensed in stills by the iconic Mason Poole, the “Refrigerator” chapter is a masterclass in aesthetic storytelling.
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