"She won that IDGAF war" — Internet divided over Beyonce's "Launderette" Levi's ad

On September 30, 2024, Levi's released the first part of their new ad series featuring Beyonce, titled Chapter 1: Launderette. The advertisement is a remake of the brand's 1995 ad featuring model Nick Kamen stripping down to boxers in the presence of onlookers and throwing off his jeans into the washing machine along with some rocks to stonewash the clothing item.

While Beyonce has replicated the ad and Nick Kamen's actions, the background track has been changed from Marvin Gaye's I Heard it Through the Grapevine to the singer's track with Post Malone Levii's Jeans from her country album Cowboy Carter.

Internet users were quick to react to the Halo singer's Levi's ad and took to X to express their opinions. Complimenting Beyonce's bold move for the ad, an X user stated:

"She won that IDGAF war"

"Beyoncé's Levi's commercial is iconic and stunning, a must-watch for fans." an X user tweeted

"are we considering this the first music video for the cowboy carter era 😭😭" another X user stated

"Beyoncé shines in the latest Levi’s commercial, showcasing her iconic style and powerful presence. 🦋✨ #Beyoncé #Levis" an internet user complimented

On the other hand, some internet users expressed discontent with Beyonce's new Levi's commercial:

"why is she getting undressed in a s*xual manner in front of two kids? 🤔" an X user commented on the advertisement featuring 2 children and the singer stripping in front of them

"It literally to much........." another X user suggested

"Was there not a different creative direction to go in besides her getting undressed in public?" an internet user questioned

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"This reimagining campaign, which celebrates the iconic female perspective, is important to me": Beyonce's comments on Levi's campaign

Levi's published a press release announcing their campaign with Queen Bey on September 30, 2024. As published on Business Wire, the campaign draws inspiration from the Brown Eyes singer's unique approach to storytelling, art, and culture.

The Levi's campaign aims to reimagine the class looks and films of the brand and reinterpret its iconic advertisements by bringing them into the modern era via celebrated filmmaker Melina Matsoukas.

Commenting on her song Levii's Jeans and her latest ad campaign, Beyonce stated that her song celebrates what she believes is "the ultimate Americana uniform" that everyone wears with pride. She also mentioned:

“I am honored to work with Levi’s® to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”

The brand's press release mentioned that the ad campaign followed the release of the singer's Cowboy Carter album and that Queen Bey is the protagonist in Levi's' "REIIMAGINE" campaign inspired by the legacy of the brand.

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In other news, the Countdown singer organized a launch party for her whiskey brand SirDavis on September 28, 2024. Beyonce's whiskey brand is inspired by her paternal great-grandfather, Davis Hogue, who was a moonshiner during the Prohibition era.