We’ve always admired how Levi Strauss & Co. has consistently used music to shape the mood and identity of its television advertising since the 1980s. Over the years, Levi’s commercials have featured an incredible range of artists, from timeless soul legends to emerging bands, creating soundtracks that often became just as memorable as the ads themselves.
Originally published in 2013. Updated for 2026.
In many cases, these campaigns helped catapult songs back into the mainstream, introducing classic tracks to a new generation of listeners and even turning lesser-known recordings into chart hits. The relationship worked both ways: the music enhanced the storytelling and style of the brand, while Levi’s gave the songs a powerful cultural platform.
Explore the list below to hear some of the most iconic Levi’s commercial soundtracks and see the year each track featured in the brand’s advertising history.
Wonderful World – Sam Cooke – Levi’s advert soundtrack 1986
Sam Cooke’s joyful soul classic helped launch Levi’s famous retro soundtrack era, proving that vintage songs could feel fresh all over again.
I Heard It Through The Grapevine – Marvin Gaye – Levi’s advert soundtrack – 1986
Marvin Gaye’s smoky Motown groove gave the campaign instant cool and reintroduced a generation to classic soul.
Stand By Me – Ben E King – Levi’s advert soundtrack 1987
Ben E. King’s timeless anthem of loyalty and love became the emotional centrepiece of one of Levi’s most memorable ads.
When A Man Loves A Woman – Percy Sledge – Levi’s advert soundtrack 1987
Percy Sledge’s raw southern soul ballad added drama and romance to Levi’s cinematic storytelling.
C’mon Everybody – Eddie Cochran – Levi’s advert soundtrack 1988
This rock ’n’ roll classic injected rebellious energy into Levi’s denim mythology.
The Joker – The Steve Miller Band – Levi’s advert soundtrack 1990
Steve Miller’s laid-back groove perfectly captured the effortless cool Levi’s wanted to project.
Should I Stay Or Should I go – The Clash – Levi’s advert soundtrack 1991
The Clash’s punchy punk anthem brought attitude and British edge to the brand’s soundtrack.
One of the defining moments in Levi’s advertising featured Brad Pitt.
Explore the full campaign and soundtrack → here.
20th Century Boy – T-Rex – Levi’s advert soundtrack
Marc Bolan’s glam-rock swagger added glitter and attitude to Levi’s rock-infused advertising.
Mad About The Boy – Dinah Washington – Levi’s advert soundtrack 1992
Dinah Washington’s smoky jazz vocal gave the brand a touch of vintage romance and timeless sophistication.
Piece Of My Heart – Erna Franklin – Levi’s advert soundtrack 1992
Erma Franklin’s powerhouse soul performance brought raw emotional intensity to the look and feel.
Inside – Stiltskin – Levi’s advert soundtrack 1994
An explosive alternative rock track that shot straight to number one after featuring in Levi’s iconic laundrette-era adverts.
Turn on, Tune in, Cop Out – Freak Power 1995 – Levi’s advert soundtrack 1995
Acid-funk grooves and laid-back vocals made this track synonymous with mid-90s Levi’s cool.
Boombastic – Shaggy – Levi’s advert soundtrack 1995
Shaggy’s reggae-infused swagger turned the advert into a global pop moment.
Spaceman – Babylon Zoo – Levi’s advert soundtrack 1996
A futuristic synth anthem that became one of the fastest-selling singles in UK chart history after its advert debut.
Underwater Love – Smoke City – Levi’s advert soundtrack 1997
Brazilian-tinged trip-hop created a dreamy, cinematic soundtrack for late-90s style.
A Nanny In Manhattan – Lilys – Levi’s advert soundtrack 1998
Indie pop with retro flair that reflected Levi’s playful late-90s aesthetic.
Whine and Grine – Prince Buster – Levi’s advert soundtrack 1998
This ska classic brought Caribbean rhythm and vintage dancefloor energy to the campaign.
Flat Beat – Mr Ozio – Levi’s advert soundtrack 1999
The unmistakable bassline and the iconic yellow puppet made this quirky electronic track instantly unforgettable.
Background Blues – Otto Sieben – Levi’s advert soundtrack 1999
A gritty blues groove that reinforced Levi’s connection to Americana and heritage style.
Dirge – Death In Vegas – Levi’s advert soundtrack 2000
Dark, cinematic electronica gave the brand a more mysterious turn at the start of the new millennium.
Before You Leave – Pepe Deluxe Levi’s advert soundtrack 2001
A psychedelic pop gem that captured Levi’s early-2000s experimental edge.
Crazy Beat – Blur – Levi’s advert soundtrack 2003
Blur’s high-energy garage rock blast reflected Levi’s attempt to reconnect with early-2000s indie culture.
Why Levi’s Advert Music Became So Famous
Throughout the late 1980s and 1990s, Levi’s adverts became known for reviving classic songs and introducing them to a new generation. Many tracks featured in the campaigns returned to the charts, proving how powerful the combination of music, fashion and storytelling could be.