Levi’s Returns to the Super Bowl Spotlight After Two Decades
After more than 20 years away from Super Bowl advertising, Levi’s made a bold and playful return during Super Bowl LX and the brand did it with global star power, music history, and cultural impact.
The iconic denim brand aired its new commercial during the game at Levi’s Stadium, instantly becoming one of the most talked-about ads of the night. At the center of the campaign was Rosé, who delivered a charming, confident performance that resonated with both fashion fans and music lovers worldwide.
High-CTR Moment: Why Levi’s Super Bowl Ad Went Viral
In a Super Bowl known for expensive and flashy commercials, Levi’s stood out by mixing humor, nostalgia, and modern culture. The ad, titled “Backstory,” didn’t rely on loud visuals or shock value. Instead, it told a fun, music-driven story celebrating denim and the people who made it iconic.
Within minutes of airing, the commercial began trending across social media platforms, with fans praising its cast, soundtrack, and especially Rosé’s presence.
A Cheeky ‘Backstory’ Set to a Legendary Soundtrack
The Levi’s ad was set to James Brown’s timeless track “Get Up Offa That Thing,” a song known for its energy and groove. The choice of music gave the commercial a retro feel while keeping it fresh and exciting.
The ad playfully imagined denim’s “backstory,” showing how Levi’s jeans have been worn by different trailblazers across generations. The upbeat rhythm matched the lighthearted tone, making the commercial memorable without feeling forced.
Rosé Takes Center Stage as a Global Fashion Icon
Rosé’s appearance was one of the biggest highlights of the ad. Dressed in classic Levi’s denim with a modern twist, she brought effortless style and confidence to the screen.
Levi’s officially named Rosé a global brand ambassador, and her Super Bowl appearance marked a major milestone not just for her career, but for K-pop’s presence in mainstream Western advertising.
Fans celebrated her role as a historic moment, with many calling it a proud crossover of music, fashion, and global culture.
A Star-Studded Cast From Music, Sports, and Pop Culture
The commercial featured a diverse lineup of personalities, each representing a different kind of influence:
- Doechii, bringing bold creativity and new-generation energy
- Shai Gilgeous‑Alexander, representing modern sports style
- Questlove, adding musical credibility and cultural depth
- Stefanie Giesinger influence
- Woody, injecting humor and nostalgia
The mix of real people and a beloved animated character made the ad playful and accessible to all age groups.
Celebrating Trailblazers Through Denim
Levi’s used the commercial to highlight denim as more than clothing it portrayed jeans as a symbol of rebellion, creativity, and self-expression.
Each cast member represented a “trailblazer” in their own field, reinforcing the idea that Levi’s denim has always been part of cultural change. From music stages to basketball courts to animated worlds, the brand showed how its jeans fit into every story.
Making K-Pop History at the Super Bowl
While fans celebrated Rosé as the first K-pop artist featured in a Levi’s Super Bowl ad, it also reopened conversations about K-pop’s growing influence in global advertising.
K-pop artists have appeared in major U.S. campaigns before, including BTS’s 2022 Samsung Super Bowl commercial. However, Rosé’s role stood out because it placed a K-pop artist at the center of a legacy American fashion brand’s biggest advertising moment.
Industry experts see this as another sign that K-pop is no longer a niche genre it is a major force in global pop culture.
Why Levi’s Decided to Play in the Super Bowl Again Now
Advertising during the Super Bowl is expensive, and brands often stay away unless they have a strong message. Levi’s decision to return after two decades was strategic.
The brand is currently focusing on:
- Reconnecting with younger audiences
- Reinforcing its global image
- Blending heritage with modern culture
By choosing Rosé and a diverse cast, Levi’s successfully spoke to Gen Z, millennials, and longtime fans all at once.
Social Media Reaction and Fan Buzz
Following the ad’s release, social media platforms were filled with clips, screenshots, and fan reactions. Rosé’s fans praised her calm confidence and natural screen presence, while fashion enthusiasts admired the styling.
Many viewers also appreciated the ad’s tone, calling it “fun,” “refreshing,” and “effortlessly cool” a contrast to overly dramatic Super Bowl commercials.
Why This Ad Will Be Remembered
- Search trends after Super Bowl LX showed spikes in:
- Rosé Levi’s Super Bowl ad
- Levi’s Super Bowl commercial 2026
- K-pop Super Bowl ad
- Rosé global brand ambassador
This confirms the long-term digital impact of the campaign and its strong appeal across different markets.
What This Means for Fashion and Music Marketing
Levi’s success shows how brands can win big by:
- Blending nostalgia with modern icons
- Embracing global artists
- Focusing on storytelling instead of hype
Rosé’s role also highlights how music artists are becoming powerful fashion ambassadors, capable of shaping brand identity worldwide.
A Smart, Stylish Super Bowl Comeback
Levi’s Super Bowl LX commercial wasn’t just a return it was a statement. With Rosé leading a diverse and playful cast, the brand reminded viewers why denim remains timeless.
The ad celebrated individuality, culture, and confidence, proving that when heritage brands embrace global voices, they don’t just stay relevant they set new standards.
For fans of fashion, music, and pop culture, Levi’s “Backstory” ad wasn’t just a commercial. It was a moment.
