Prime Video has launched its first ever Christmas advert for Europe which tells the story of an unlikely friendship between a hyena and a zoo-keeper forged through a shared love of entertainment. The advert explores the idea that true joy can come from the most unexpected encounters through an unconventional tale that reminds us that every smile tells a story.

Created by CYW and produced for Prime Video by Blur, the advert features two protagonists, a misfit hyena called Hattie who, unlike her peers, cannot smile and a lonely zoo keeper called Carl (David K. Whiting), who finds it difficult to see reasons to smile.

Brought together by their shared taste in comedy, Carl and Hattie come to enjoy a special friendship in a story that reminds us of the joy animals can give people. In recognition of the theme of the advert, Prime Video has committed to donate £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 animal to enrich their health and wellbeing.

“For our first Christmas advert for Prime Video here in Europe, we wanted to show that great TV shows and movies bring people and, occasionally, animals together,” said Helen Cowley, Marketing Director, Prime Video Europe.

“Hattie the hyena is sure to capture the imagination of all who encounter her. We know animals can play a special role in bringing smiles to many faces and are delighted to be donating to UK charity Pets As Therapy in recognition of the incredible work they do to connect people and animals over Christmas and all year round.”

Directed by Chris Balmond, the advert features a unique arrangement of the song ‘Smile’ by Nat King Cole performed by Sony Music UK artist Joy Crookes. Post-production, including the CGI to bring Hattie the Hyena to life, was created by award-winning production house The Mill, with sound design provided by Ballad. The advert will launch across TV, online and in cinemas.

Building on Prime Video’s Every Smile Tells A Story brand campaign, which showcased the range of emotions that TV shows and movies can evoke, the Prime Video Christmas advert will remind consumers of the wealth of quality TV shows and movies in the Prime Video catalogue available to watch in the run up to and during the festive season. These includes UK-produced Amazon Original Series such as Clarkson’s Farm, Good Omens, and All or Nothing: Tottenham Hotspur, as well as award-winning and critically-acclaimed global Amazon Original series like The Boys, The Marvelous Mrs. Maisel and The Underground Railroad, plus live sport including English Premier League football and the Autumn Nations Rugby Tournament. All available as part of a Prime membership for just £79 per year or £7.99 a month.

New customers can subscribe to a 30-day trial on Amazon Prime Video.