Ads have always had the capacity to make or break a brand – think the marketing genius of Rhode or LOEWE. Of course, we've all been particularly wrapped up in one particular jeans ad controversy as of late, but it's made us reminisce about when jeans brands really got it right. From new-gen Kpop stars KATSEYE x GAP to Beyoncé x Levi's – there was something magic in these campaigns that breathed new life into a simple pair of blue jeans and made us think of them over and over again.
For your viewing pleasure, these are our picks (in no particular order) of some of the best denim ads that have captured our hearts (and attention spans).
1. KATSEYE x GAP
KATSEYE's GAP ad only dropped six days ago, and yet it's already raked up more than six million view on YouTube alone. Titled 'Better in Denim,' it features the full squad in a synchronised dance – perhaps a response to the recent American Eagle controversy? Maybe we're reading into it a little too much ...
2. Tyla x GAP
Who can forget this catchy-as-hell ad featuring songstress Tyla and the dance crew from Jungle's iconic music video Back on 74? Set to the same tune, the cast recreate their now-famous video choreography and somehow, it's even better than the original.
3. Kate Moss x Calvin Klein
Kate Moss in her prime. This 'Casting Campaign' series from Calvin Klein was one of the best.
4. Troye Sivan x Gap
When Troye dropped his Rush music video last year, it was iconic for so many reasons – not least of which was the eye catching choreo from Sergio Reis and CDK Company in the Netherlands. GAP brought the full team on board to redo the masterpiece for their 'Get loose. Now live.' campaign and of course, it did NOT disappoint.
5. Wrangler: Good Mornings Make for Better Days
Wrangler’s “Good Mornings Make for Better Days” campaign from 2024 (directed by Jake Scott) was their first global advertising campaign since 2021, and celebrated the spirit and optimism of the brand’s consumers breezing through the morning to the classic hit “Jeans On”.
6. Beyoncé x Levi's
Beyoncé's jeans ad was always going to be iconic. But we didn't think it would be entering on a horse, leaving on a motorbike level iconic. This short film dedicated to showing off the new Levi's Reimagined collection is a piece of art – and one that fits so aptly into the Cowboy Carter universe too. Marketing at its best.
Feature images via GAP Instgram.
