New york: The Levi's brand has launched 'Behind Every Original,' an innovative global campaign that highlights individuals who drive cultural progress, with a unique twist. Premiering during the Super Bowl, the campaign includes the anthem film 'Backstory,' directed by Kim Gehrig, which presents both celebrity icons and everyday Originals exclusively from the backside, allowing them to share their impactful Levi's backstories.

According to BERNAMA News Agency, the decision to focus on the backside stems from its significance as the most recognizable aspect of Levi's jeans. The arcuate stitching, silhouette, and the Red Tab are symbols of originality. For over 150 years, Levi's jeans have been the attire of cultural pioneers who diverge from the norm to influence future trends in music, sport, fashion, and art. They have been central to movements and moments that have changed the world and shaped culture, worn by those committed to progress.