Amazon has a lot of Hart for the holidays

Canadian wrestling legend Bret “The Hitman” Hart has been transformed into Brett “The Giftman” Hart in a new holiday campaign for Amazon Prime.

Developed by Australian creative agency Akcelo, which opened a Vancouver office in 2021, the “Giftmania” campaign features the now 66-year-old Hart—noticeably greyer but no less muscular than during his WWE heyday—recapturing a little of his old razzle-dazzle to promote Prime’s Gift List feature.

The advertising is to support Amazon Prime’s Giftmania which asks Prime members to create their own gift list for a chance to win one of the items on their list (up to a maximum $300 value). Brett “The Giftman” Hart will also deliver some of the prizes. The campaign is running through Nov. 24 across the Amazon website, Amazon-owned channels, and paid social.

The video spoofs one of the WWE’s signature promo videos, with Hart appearing to his original WWE entrance music, “Hart Attack.”

It also features an unlikely tag team partner, Canadian online and TV personality Lilly Singh, who stars as a director attempting to elicit a useable performance from the wrestler as he struggles to be the “giftman” instead of the “hitman.”

When Singh delivers what’s supposed to be a set-up line for him to mention the Amazon Gift List: “Log into Amazon now and put all of your favourite items in….” Instead of responding correctly, he begins reciting signature ring moves like the Sharpshooter, and the Backbreaker, causing Singh to walk away in frustration.

“Bret’s iconic wrestling persona packs a punch when it comes to emphasizing the joy of gifting, which, mixed with Lilly’s enthusiasm, is a recipe for pure entertainment,” said Chris Corley, executive creative director at Akcelo North America in a release. “Kudos to the creative team for their brilliant casting choices.”

Chris Powell