LET'S GET FUZZY

Levi’s is bringing back the charm of handmade animation for the holidays with “Let’s Get Fuzzy,” its Holiday 2026 campaign placing knitwear centre stage. The Claymation film introduces Fuzzyeti, a large, hairy character affectionately known as Gus, whose journey from feared outsider to welcomed Christmas guest delivers a festive message about belonging, acceptance and finding a place at the table.

Every character, set and outfit was crafted by hand, with the painstaking production taking four hours of filming to create just one second of animation. The campaign also revisits Levi’s history with the technique, paying tribute to “Clayman,” its 1995 BBH campaign, which was the first full-length commercial made entirely using Claymation.

While Gus provides the personality and humour, the campaign showcases Levi’s men’s and women’s sweater collections as the perfect seasonal pairing for its iconic denim. The brand is also extending the idea into personalisation, with select Levi’s Tailor Shops offering holiday customisation options featuring fuzzy embellishments and other details.

Launched globally on November 2 across retail, digital and social channels, “Let’s Get Fuzzy” celebrates the craft and human creativity behind the brand. At a time when AI is making advertising increasingly easy to produce, Levi’s is making a point of showing the time, skill and hands-on artistry involved in creating something truly tactile.