Denim brands are getting into the holiday spirit. Nostalgia, togetherness and holiday glam are among the key themes shaping this year’s campaigns.
Levi’s is celebrating sweater season with a new holiday campaign called “Let’s Get Fuzzy.”
The campaign stars Fuzzyeti—a Yeti character who warms up in a Levi’s cardigan and a cabin filled with new friends. The whimsical stop-motion film, which required four hours of filming for each second of animation, features clay characters dressed in replica pieces from Levi’s new collections.
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Styles include the women’s Charlotte Crewneck Cardigan and Ava Quarter-Zip Sweater and men’s Presidio Crew Sweater and Miles V-Neck Sweater. The knits pair with Levi’s denim like the 501 Loose, 578 Baggy, Ribcage and Loose Taper.
Levi’s said the choice to use Claymation harks back to “Clayman,” the 1995 Levi’s ad that was the first full-length commercial shot entirely in Claymation—a first in advertising history. The campaign also aligns with an emerging marketing trend for analog storytelling. Prada recently launched a hand-drawn animated campaign illustrated by Disney animator John Pomeroy.
“Our Levi’s Let’s Get Fuzzy campaign was an opportunity to experiment with immersive and tactile world-building across retail, digital and social. Anchored by a film created entirely with stop-motion Claymation, it’s also the celebration of the craft and human creativity synonymous with the Levi’s® brand,” said Kenny Mitchell, Levi’s global chief marketing officer.
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