Sunday’s big game delivered unforgettable moments – on and off the field – but one of the most talked about broke through in an unexpected way: a celebration of originality, storytelling, and style, told from the backside. 

Woody from Toy Story made a surprise appearance in Levi’s new video, which was featured Sunday during the Big Game. Woody briefly shows off the brand’s jeans in a commercial that has drawn attention across social media and advertising circles.

Levi’s® unveiled a standout commercial as part of its “Behind Every Original” campaign, spotlighting iconic backsides that have shaped culture. Among legendary originals, viewers caught a glimpse of one unmistakable silhouette: Woody from Pixar’s Toy Story – denim-clad, confident, and timeless. 

The appearance of the Levi’s Woody doll is particularly timely given the official kickoff of Disney Consumer Products’ highly anticipated Blockbuster Season initiative, setting the tone for a year where storytelling leaps off the screen and into everyday life through bold collaborations and iconic design.

This moment builds on Levi’s creative collaboration with Disney, following last year’s Levi’s® x Toy Story 30th Anniversary collection, which launched globally in early October across Levi’s and DisneyStore.com. The collection spanned apparel and accessories for fans of all ages – bringing Pixar nostalgia together with Levi’s heritage craftsmanship. 

At the center of that collaboration was a tri-lab Mattel Woody doll, featuring Woody outfitted in Levi’s® denim – an instant fan-favorite collectible and symbol of how authentic design and storytelling intersect. 

The big game commercial acts as a powerful continuation of that momentum – bridging fashion, fandom, and film in a way that only Levi’s and Disney can.

Disney Consumer Products’ Blockbuster Season is a global campaign uniting beloved characters and product collaborations celebrating storytelling and style, inspired by major film releases later this year.  The campaign creates new retail and product opportunities for characters across Disney Princess, Marvel, Pixar, and Star Wars this summer.  

These films will not only shape the global box office but will serve as major cultural and commercial catalysts for the toy, retail and consumer products industries. Blockbuster Season brings together world class partners to translate cinematic storytelling into real world experiences: 

• LEGO will introduce new sets across all four upcoming franchise moments – Star Wars, Disney Princess, Pixar and Marvel – translating cinematic storytelling into hands-on creative play.  
• CROCS will debut special-edition collections that allow fans to express their fandom in a fun, wearable way.  
• WALMART will feature products throughout the summer that extend big-screen stories into homes around the globe.   

Together, these collaborations reinforce how film franchises drive not only entertainment – but culture, commerce, and design.

What do you think of this collaboration between Disney Consumer Products and Levi’s? Are you a fan of this collaboration? Let us know in the comments.