South Africa, Feb. 9 -- Backstory

Debuting during the Super Bowl with the anthem film Backstory, directed by Kim Gehrig, the Levi's brand flips expectations by showcasing both celebrity icons and everyday Originals exclusively from the backside, letting them share their game-changing Levi's backstory.

Why the backside? The brand says this is because it's the most iconic point of view of Levi's jeans.

"One of the things I love most about the Behind Every Original campaign is that it threads together a story only Levi's can tell," said Kenny Mitchell, global chief marketing officer of Levi Strauss & Co. "This global campaign celebrates our place at the center of music, sports and fashion culture - as well as in the closets of fans across...