Amazon has the last laugh

Not your usual go-to critter for cuddly characters, the hyena in this charming spot brings a load of Christmas cackles to the streaming service’s festive campaign.   

Created by CYW, and directed by Chris Balmond through Blur, the advert, An Unlikely Friendship, features a misfit hyena called Hattie who, unlike her toothsome peers, has difficulty smiling, let alone laughing. 

Cast out from the gang for her lack of lols, she encounters a lonely zookeeper called Carl, who also has issues accessing mirth. 

Brought together by their shared taste in comedy, Carl and Hattie become chums in a story that reminds us of the joy animals can bring to our miserable human lives.

Building on Prime Video’s Every Smile Tells A Story campaign, which showcases the range of emotions that TV shows and movies can evoke, the advert features a unique arrangement of the song Smile by Nat King Cole, here performed by Sony Music UK artist Joy Crookes. 

Post-production, including the topnotch CGI that brings Hattie the Hyena to life was created by those masters of animal magic at The Mill.

As part of the campaign, the brand has committed to donating £100,000 to Pets As Therapy, a UK charity that works with volunteers and their therapy pets to give people access to the companionship of an animals.