Toy Story’s Woody makes a surprise appearance in Levi’s new video. The animated character briefly shows off the brand’s jeans in a commercial that has drawn attention across social media and advertising circles. The cameo arrives as part of Levi’s return to Super Bowl advertising after more than two decades.
Watch Toy Story’s Woody in Levi’s jeans
Levi’s marked its return to Super Bowl advertising with a new commercial that gives an unexpected moment to one of Pixar’s most well-known characters. In the ad, Toy Story’s Woody appears in Levi’s denim, complete with the brand’s signature red tag.
The commercial, titled “Backstory,” aired during the second quarter of Super Bowl 60 at Levi’s Stadium in Santa Clara, California. Directed by Kim Gehrig and backed by James Brown’s “Get Up Offa That Thing,” the ad presents a series of well-known figures and everyday workers, all shown from behind while going about their activities in Levi’s jeans. It marked the company’s first Super Bowl advertisement in more than twenty years.
“Backstory” also introduced Levi’s new global campaign, “Behind Every Original,” which focuses on individuals who influence culture in different ways. According to Kenny Mitchell, global chief marketing officer of Levi Strauss and 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 generations. It’s fitting to have it launch during the Super Bowl being played at Levi’s® Stadium.”
Alongside Woody, the commercial features Grammy winner Doechii, pop star ROSÉ, NBA star Shai Gilgeous Alexander, musician and filmmaker Questlove, and model Stefanie Giesinger. The cast also includes real-life construction workers, cowboys, climbers, and young people. Production took place across Los Angeles, London, and Oklahoma City in a six-day shoot.
Disney and Pixar also shared the clip online, acknowledging the cameo. They wrote, “There’s a great story behind every original. See the full commercial from @Levis.” Woody’s appearance follows Levi’s partnership with Disney and Pixar last fall on a Toy Story 30th anniversary clothing collection.
