---
title: "Levi’s debuts \"Behind Every Original\" campaign, showcasing celebrities and everyday people from the backside."
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/275246872.md"
description: "Levi's® has launched a global campaign titled \"Behind Every Original,\" featuring celebrities and everyday individuals from the backside to highlight their impactful stories. The campaign debuted during the Super Bowl with a film called \"Backstory,\" directed by Kim Gehrig. This unique approach aims to emphasize the importance of the stories behind individuals, reinforcing Levi's® commitment to authenticity and creativity in cultural change."
datetime: "2026-02-09T00:45:45.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/275246872.md)
  - [en](https://longbridge.com/en/news/275246872.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/275246872.md)
---

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# Levi’s debuts "Behind Every Original" campaign, showcasing celebrities and everyday people from the backside.

San Francisco-based company Levi's® has introduced a new global campaign called "Behind Every Original," highlighting individuals who drive cultural change. The campaign was launched during the Super Bowl with a film titled "Backstory," directed by Kim Gehrig. In a unique approach, the campaign features famous personalities and everyday Originals, focusing solely on their backside to share their impactful stories while wearing Levi's®. This unconventional method aims to subvert expectations and emphasize the message that what truly matters is the story behind the individual. The campaign seeks to spotlight individuals who contribute to shaping culture, positioning Levi's® as a brand that values authenticity and creativity.

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