Chewy Joins the Stop-Motion Avalanche

Is this the doggone cutest holiday campaign of the year?

And now for something completely different: A stop-motion holiday campaign.

The parade of animated fare continues with Chewy joining e.l.f. and Levi’s via three shorts developed with Starburns and director David Shafei.

Unlike the other two brands, Chewy blends stop motion and live action to bridge the gap between real-life and a snowy fantasy world. Its iconic blue delivery box serves as a portal, natch. Ratcheting up the cuteness, real doggos and their puppet doppelgängers appear.

The pooches, snowmen, mice, pine trees, a penguin, a cat and more were handcrafted from needle-wool over wire armatures. Their faces and body language are sweet and expressive. Some might find the approach too adorbs for its own good. But such grumps deserve coal in their stockings.

Next, the brand hypes its “Chewy Claus” program that helps support pet adoptions at participating shelters nationwide:

Wisely, these vignettes tell simple tales. They’re imminently snackable, but packed with great details that merit repeat viewings.

Yes, there’s a risk of stop-burnout this festive season—and we’re just a few days into November. Still, these efforts have all been top-notch so far. And Chewy’s initiative feels nostalgic without getting too Rankin-Bassy. Which is to say it’s pleasingly familiar but also stands out, thanks in large part to the puppetry replacing Claymation.

Also of note: the trend of brands self-consciously eschewing AI in favor of traditional creative techniques. This approach has become synonymous with dedication to craft, conveying notions of human attention to detail and quality. Fair enough. But AI’s here to stay; its one more tool in adland’s kit. One wonders how long marketers—which automate various processes left and right—will continue to trumpet their artisanal leanings before the point becomes moot (or even starts to feel regressive).

“We want to capture a little bit of what pets feel when they see a Chewy box,” Shafei explains in the BTS reel below. “We’re trying to blend the magic of the holiday with the magic of our pets. And I just can’t think of a better way to bring that through than stop-motion animation.”

Here, Muse chats with Chewy chief brand officer Melissa Bell about the strategy:

What was the inspo here?

The idea stems from imagining what a dream holiday world would look like to our pets. For five years, Chewy Claus has brought magic to pets during the holidays by delivering gifts and fulfilling big and small wishes. A Santa Claus for pets was something they could only dream of before Chewy Claus existed and these TV spots delve deeper into what else our pets dream of for the holidays. Whether that’s a forever home, a new cozy bed, their favorite treats or playing in the snow with their furry best friends.

Who is the target audience—current customers? Looking for new ones?

The target is always pet parents. When they see these ads, we want them to experience the nostalgia and joy from the holiday classics we know and love, but through their pets eyes and remember Chewy has everything they need to make their pets holiday season special.

No AI anywhere—right?

Correct. Every detail was thoughtfully crafted by professional artists and craftspeople, with no AI-generated visuals used in the production. Our customers have always appreciated the personal, one-of-a-kind touches they receive from Chewy, whether it’s receiving a hand-painted pet portrait, a heartfelt birthday card or a condolence gift after losing a pet. We believe in the power of connecting through real, human interactions.

Lots of cute animated Xmas ads—this year more than ever. Why will yours stand out?

We have some pretty cute talent in our spots! Before Graham was the star of our Chewy Claus spot, he was an actual rescue dog looking for a family. And the other puppets are inspired by real animals as well. We believe combining the real pets with the Chewy dream world version of themselves makes the creative not only adorable, but also memorable.

Related: Painting a New Picture of Rescue Dogs to Bolster Pet Adoption