Woody, the popular character from Toy Story, unexpectedly appears in a new Levi’s ad campaign. The animated cowboy briefly models the brand’s jeans in a commercial that’s getting a lot of buzz online and within the advertising industry. This appearance marks Levi’s return to advertising during the Super Bowl for the first time in over 20 years.
Watch Toy Story’s Woody in Levi’s jeans
Levi’s is back advertising during the Super Bowl with a surprising new commercial featuring a familiar face: Woody from Pixar’s Toy Story. The ad shows Woody sporting Levi’s jeans, complete with the brand’s iconic red tag.
The Super Bowl 60 commercial, called “Backstory,” appeared during the second quarter at Levi’s Stadium in Santa Clara, California. Directed by Kim Gehrig and set to James Brown’s “Get Up Offa That Thing,” the ad features a diverse group of people – from celebrities to everyday workers – all shown from behind while wearing Levi’s jeans. This was Levi’s first Super Bowl ad in over two decades.
Levi’s recently launched a new global campaign called “Behind Every Original,” highlighting people who shape trends in music, sports, and fashion. Kenny Mitchell, Levi Strauss & Co.’s global chief marketing officer, explained that the campaign celebrates Levi’s long-standing connection to these cultures and its popularity with fans of all ages. He noted that launching the campaign during the Super Bowl, held at Levi’s® Stadium, felt especially appropriate.
The ad features a diverse group of stars, including Grammy-winning artist Doechii, pop singer ROSÉ, NBA player Shai Gilgeous Alexander, musician and filmmaker Questlove, and model Stefanie Giesinger. It also showcases everyday people like construction workers, cowboys, climbers, and young adults. Filming took place over six days in Los Angeles, London, and Oklahoma City.
Disney and Pixar posted the clip online and confirmed Woody’s brief appearance. They directed fans to the full commercial from Levi’s. This follows a collaboration between Levi’s and Disney/Pixar last year, which included a clothing line celebrating the 30th anniversary of Toy Story.
Originally reported by Disheeta Maheshwari on ComingSoon.
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