U.K. animation studio Aardman and British lifestyle brand Joules have joined forces to celebrate the 30-year anniversary of both “Wallace & Gromit” and Joules.

The two heritage brands have teamed up for a Christmas campaign with an original animation piece. The campaign sees Joules’ festive products decorate Wallace’s living room. The Joules x “Wallace & Gromit” advertisement has been directed by Aardman’s Merlin Crossingham, creative director, “Wallace & Gromit,” using the company’s famed stop-motion animation technique.

 “We’re thrilled to have secured a partnership with a retail brand over the festive period, especially in the duo’s 30th year,” says Rachael Peacock, brand manager, “Wallace & Gromit,” Aardman. “The British heritage of Joules and ‘Wallace & Gromit’ is undeniable, so we’re delighted to collaborate on this charming campaign brought to life with brand new animation.”

A selection of Joules best-sellers was also recreated in miniature by Aardman’s model makers for the advertisement. Products showcased in the animation included Crown Joules boxer shorts and wellington boots.

“With ‘Wallace & Gromit’ and Joules both celebrating our 30^th birthdays, it was an easy decision to spend Christmas together,” adds Tom Joule, founder, Joules. “We’re delighted to have such British icons wear Joules and star in our Christmas advertisement and hope it will bring a little festive cheer to all of those who watch it. We’ve got a superb range of both classic and festive clothing and homeware gifts for all the family – including for Gromit and all of our canine chums.”