Levi's 'Backstory': Backsides, Doechii, and a 20-Year Return

Wed, 08 Jul 2026 09:00:00 +0000

Levi’s hasn’t run a Super Bowl ad in twenty years. The return, “Backstory,” is directed by Kim Gehrig and features James Brown’s “Get Up Offa That Thing” as the soundtrack to a film that shows its entire cast exclusively from behind. For the full runtime, the audience sees Levi’s jeans and the backs of the people wearing them — until the very end.

The campaign is called “Behind Every Original,” and the pun is doing real work.

James Brown on Inside That Ad

Levi's 'Backstory': Backsides, Doechii, and a 20-Year Return