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Levi's “Backstory” 2026

Levi's “Backstory” (2026) is a Levi's commercial directed by Kim Gehrig for TBWA\Chiat\Day, produced by Somesuch. It won 3 awards, including Ciclope 2026 Bronze Craft Direction – Direction | Short Form, AICP Post 2026 Winner Editorial :30 and Emmy 2026 Outstanding Commercial — nominee.

This ad celebrates the iconic Levi's jeans by showcasing diverse individuals wearing them in various dynamic settings, emphasizing the brand's enduring appeal and versatility.

Video: Kim Gehrig on Vimeo

Shot by shot

  1. A person wearing blue jeans and a light blue shirt stands with their back to the camera, in a dimly lit wooden interior.© Levi's0:00
  2. A person wearing light blue Levi's jeans and a black t-shirt with "Revenge" written on it, is seen from behind, dancing in an interior setting.© Levi's0:05
  3. A woman in white jeans dances with her back to the camera, surrounded by other people dancing in a dimly lit room.© Levi's0:07
  4. A person in a denim jacket and jeans with a leopard print belt walks away from the camera, holding a tan shoe, in a dark hallway.© Levi's0:08
  5. A woman in white Levi's jeans dances with a man, her hand on her hip, in a dimly lit club.© Levi's0:12
  6. A person in black denim shorts and a red top dances with their back to the camera, with other people dancing in the background on a street.© Levi's0:15
  7. Levi's “Backstory”, shot 14© Levi's0:17
  8. A young woman with curly hair pulls up a pair of light-wash Levi's jeans over red underwear in a bedroom.© Levi's0:20
  9. A young woman in a denim skirt dances in a crowded, neon-lit club, with disco lights reflecting on her back.© Levi's0:24
  10. A person wearing Levi's jeans with a ticket in their back pocket is seen from behind, surrounded by other people in a crowd.© Levi's0:27
  11. A woman in white jeans dances in a dimly lit, crowded club, with other people blurred around her.© Levi's0:29
  12. A person wearing custom painted Levi's jeans with floral designs is seen from behind, lying on a patterned rug with another person's arm around them.© Levi's0:30

Stills © Levi's. Made by TBWA\Chiat\Day, Somesuch and Kim Gehrig.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Levi's jeans are for everyone, everywhere, and always have a backstory.

Tagline: “Behind every ORIGINAL.”

montage of diverse peopleproduct as a lifestylehistorical nodcelebration of individualityenergetic soundtrackfocus on movement

The cut

Length
44 s
Shots
27
Average shot
1.6 s

What creatives use Levi's “Backstory” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Levi's “Backstory”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person wearing blue jeans and a light blue shirt stands with their back to the camera, in a dimly lit wooden interior.© Levi'sA person wearing light blue Levi's jeans and a black t-shirt with "Revenge" written on it, is seen from behind, dancing in an interior setting.© Levi'sA woman in white jeans dances with her back to the camera, surrounded by other people dancing in a dimly lit room.© Levi'sA person in a denim jacket and jeans with a leopard print belt walks away from the camera, holding a tan shoe, in a dark hallway.© Levi's
    Frames from Levi's “Backstory”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Levi's “Backstory” in order, with its length, framing and what happens in it.

    A person wearing blue jeans and a light blue shirt stands with their back to the camera, in a dimly lit wooden interior.© Levi'sA person wearing light blue Levi's jeans and a black t-shirt with "Revenge" written on it, is seen from behind, dancing in an interior setting.© Levi'sA woman in white jeans dances with her back to the camera, surrounded by other people dancing in a dimly lit room.© Levi'sA person in a denim jacket and jeans with a leopard print belt walks away from the camera, holding a tan shoe, in a dark hallway.© Levi'sA woman in white Levi's jeans dances with a man, her hand on her hip, in a dimly lit club.© Levi'sA person in black denim shorts and a red top dances with their back to the camera, with other people dancing in the background on a street.© Levi's
    Length: 44 s · Shots: 27 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a montage of diverse people

    Before you present an idea, you need to know who has done it, and how.

    Levi's “Backstory” is built on a montage of diverse people. Search the library by idea to see every spot that uses it.

    Cruzcampo “Heavily Accented”© CruzcampoSAS Scandinavian Airlines “What is truely Scandinavian”© SAS Scandinavian AirlinesNike “Better, Mamba Forever”© NikeBBC Local Radio “Local Radio”© BBC Local Radio
    Cruzcampo · SAS Scandinavian Airlines · Nike · BBC Local Radio

More commercials by Kim Gehrig

More from TBWA\Chiat\Day

  • Gatorade "Replay" (2010) commercial still© GatoradeGatorade “Replay” 2010Dir. Kris Belman · TBWA\Chiat\DayANDY Awards 2010
  • Apple "Get a Mac" (2006) commercial still© AppleApple “Get a Mac” 2006Dir. Phil Morrison · TBWA\Chiat\DayEffie Awards Grand Prix 2007
  • Embassy Suites Hotels "Austin" (2003) commercial still© Embassy Suites HotelsEmbassy Suites Hotels “Austin” 2003TBWA\Chiat\DayEffie Awards Grand Prix 2003
  • Taco Bell "Viva Gorditas" (1999) commercial still© Taco BellTaco Bell “Viva Gorditas” 1999TBWA\Chiat\DayEffie Awards Grand Prix 1999
  • PlayStation "U R NOT red E" (1997) commercial still© PlayStationPlayStation “U R NOT red E” 1997TBWA\Chiat\DayEffie Awards Grand Prix 1997
  • adidas "Billie Jean King Your Shoes" (2019) commercial still© adidasadidas “Billie Jean King Your Shoes” 2019TBWA\Chiat\DayANDY Awards Gold 2019

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • River Island "Lou Dalton" (2016) commercial still© River IslandRiver Island “Lou Dalton” 2016Dir. Fred RowsonCiclope Grand Prix 2016
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013

Questions

Who directed the Levi's “Backstory” commercial?

Kim Gehrig directed it, produced by Somesuch, for the agency TBWA\Chiat\Day.

Which agency made Levi's “Backstory”?

TBWA\Chiat\Day created it for Levi's (2026).

What awards did Levi's “Backstory” win?

3 awards, including Ciclope 2026 Bronze Craft Direction – Direction | Short Form, AICP Post 2026 Winner Editorial :30 and Emmy 2026 Outstanding Commercial — nominee.

What is the tagline of Levi's “Backstory”?

“Behind every ORIGINAL.”