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Holidays

Levi’s Rings in Sweater Season With Help From Gus, a Cute Claymation Yeti

Taking four hours to film each second, the denim giant's holiday campaign nods to its 1995 spot 'Clayman,' the first all-claymation commercial

Levis CMO Kenny Mitchell described the campaign as a celebration of the craft and human creativity synonymous with the Levi’s brand.
Levi's CMO Kenny Mitchell described the campaign as a 'celebration of the craft and human creativity synonymous with the Levi’s brand.'Levi's
Rebecca Stewart-2022
By Rebecca Stewart

Forget the abominable snowman; Levi’s is leaning on a fuzzy yeti named Gus to ring in cozy season.

Though it’s best known for its jeans, the denim giant is putting sweaters at the heart of its 2026 holiday campaign.

“Let’s Get Fuzzy” shows a group of loved ones gathered in a cabin for the holidays. As they laugh and exchange gifts, Gus, a seemingly terrifying creature, approaches the house, growling through the windows and banging on the door. He enters, baring his teeth as the people scream.

Then someone throws him a red sweater, and he suddenly chills out, showing how warmth is more than a feeling.

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Rebecca Stewart-2022

Rebecca Stewart

Rebecca is Adweek's brand editor.

rebecca.stewart@adweek.com
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