Woody Appears in Levi's Jeans in New Toy Story Video

Toy Story's main character makes a surprise cameo in Levi's Super Bowl ad campaign.

Published on Feb. 9, 2026

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Woody, the beloved character from the Toy Story franchise, makes an unexpected appearance in Levi's new commercial that aired during the Super Bowl. The animated cowboy is briefly shown sporting the brand's iconic denim jeans as part of Levi's return to Super Bowl advertising after more than 20 years.

Why it matters

Woody's cameo in the Levi's ad is significant as it marks a collaboration between the iconic denim brand and the beloved Pixar franchise. This cross-promotion helps drive awareness for both the Levi's brand and the Toy Story series, which is celebrating its 30th anniversary.

The details

The Levi's commercial, titled 'Backstory,' features a diverse cast of well-known figures and everyday people shown from behind while wearing Levi's jeans. Alongside Woody, the ad includes appearances by Grammy winner Doechii, pop star ROSÉ, NBA star Shai Gilgeous Alexander, musician and filmmaker Questlove, and model Stefanie Giesinger. Production took place across Los Angeles, London, and Oklahoma City over a six-day shoot.

  • The commercial aired during the second quarter of Super Bowl 60 at Levi's Stadium in Santa Clara, California on February 9, 2026.
  • Levi's last aired a Super Bowl ad more than 20 years ago.

The players

Woody

The main character from the Pixar Toy Story franchise, who makes a surprise cameo appearance in Levi's new Super Bowl commercial.

Levi's

The iconic American denim brand that returned to Super Bowl advertising with a new commercial featuring Woody and other well-known figures.

Disney and Pixar

The entertainment companies that own the Toy Story franchise and collaborated with Levi's on a Toy Story 30th anniversary clothing collection last fall.

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What’s next

The Levi's 'Backstory' campaign and Woody's appearance in the Super Bowl commercial are expected to drive increased interest and sales for the brand's denim products, as well as renewed attention on the Toy Story franchise.

The takeaway

Woody's surprise cameo in the Levi's Super Bowl ad demonstrates the enduring popularity of the Toy Story brand and the continued relevance of the iconic denim label. This cross-promotion highlights how major brands can effectively collaborate to reach new audiences and drive cultural relevance.