It's no secret that hyenas get a bad rap. Much has been made about what appalling PR Disney's The Lion King was for their kind. Beside the magnificent lions they made for gruesome little characters - scrawny, sleazy, slavering and perpetually cackling - but it goes deeper than them not being what you'd describe as conventional lookers. There is something the film finds innately cursed about the hyena, casting them as the very antithesis of the values signified by the Circle of Life (this is in spite of the repeated emphasis throughout on the connectedness of all beings, which should very logically include the hyenas), so much so that their mere presence in the Pridelands must not be tolerated, lest it lead to the order breaking down (there's even a questionable attempt at coding them as Nazis, by having them goose step through Scar's big musical sequence). Simba learns early on that one of his key responsibilities as monarch will be to keep the hyenas in their miserable little ghetto and outside of his kingdom; Scar's downfall, meanwhile, comes in allowing them to enter in and have free rein. I don't for a second believe that Disney did this because they thought that real hyenas were bad and wanted to convey that message - rather, they just needed an animal that fit certain archetypes and symbols in terms of the story they wanted to tell. But we all know that Disney has a lot to answer for in terms of colouring the public's perception of particular animal types (they made Dalmatians a beloved breed, while Siamese cats have conversely never quite shaken the stink that Lady and The Tramp left on them). Their hyena negativity wasn't exactly an isolated instance in popular culture either. In Yann Martel's 2001 novel Life of Pi, there is a section where the narrator says something along the lines of, "I am not one to harbour prejudices against entire species of animal, BUT..." and proceeds to rant on for about two pages or so about what an exceptionally grotesque creature the hyena is, to the extent that even an animal enthusiast couldn't extend them much love (it's been a long time since I read Martel's book, but at that point I remember rolling my eyes so far back that I may have glimpsed the insides of my skull). Once again, the hyena is contrasted unfavourably with a type of big cat. The tiger, Richard Parker, is every bit as much a dangerous predator, but his deadliness is offset by how beautiful he is to look at, whereas the hyena (or else Frenchman) represents survival at its most monstrously brutal - there is no nobleness or majesty in his case, just killing and the crunching of bones (he is effectively a metaphor for death without hope of spiritual deliverance).
I have precious little time for Martel's flowery posturing, but I will say this much in Disney's defence - contrary to popular assumption about its impact on the hyena's reputation, The Lion King made me vehemently pro-hyena. To me, Shenzi, Banzai and Ed were by far the most sympathetic characters in the picture. They were born into a world where the status quo did not favour them, and where survival was patently a lot harder for them than it was for the lions. Even as a child, I picked up on the contradictions in Mufasa's teachings about the Circles of Life, between what it meant in theory and what it meant in practice, and that struck me as terribly unfair (with hindsight, it was probably even more unfair to the antelope, who were expected to venerate the very creatures that were violently murdering them, but the movie downplayed that by not giving them personalities). As for the entire plot point of the hyenas running riot throughout the Pridelands and destroying it all (implied but not actually shown), I wondered if perhaps they wouldn't have gotten so carried away if the lions had been willing to share with them from the beginning. I felt that there had to be some kind of middle ground, a means for both species to find a balance and to coexist, but alas, the movie was uninterested in exploring such a notion. A year after The Lion King came the movie Babe, which had a message that appealed to me a lot more. There, I detected the faintest echo of Mufasa in the character of Rex, who was insistent on each creature remaining in its proper place, accepting what it was and being thankful for it. Which is all very well when the status quo does favour you. Coincidentally, Babe contains a throwaway line in which it's suggested that allowing a pig to challenge the sheepdogs at their game will lead to other radicalities like "a laughing hyena doing showjumping", and in my head I constructed that as a winking bit of affinity - Babe, a representative of one maligned species, was breaking down barriers so that other outcasts and misfits could have their own turn in the sun.
For myself, the hyena was cemented as the ultimate underdog (although not actually a dog), and I did have Disney to thank for that. It displaced the predominant image I'd previously had of the hyena, which is that they had this tendency to hang around car parks and do damage to vehicles while their owners were out watching Basic Instinct at the Odeon. For that particular bizarre notion I can thank the Central Office of Information, who'd put out a series of public information films in the early 1990s that showed hyenas breaking into cars, and for a while that was my primary exposure to the animal. The PIFs were part of a crime prevention campaign designed to alert motorists to the importance of properly securing their vehicles, with the hyenas themselves being stand-ins for thieves on the prowl for raidable targets, but as a small child I was way too literal-minded to take it that way. Honest to god, I thought this was a campaign about actual hyenas and the damage they would do to your car if you didn't hyena-proof it. At some point or other, I must have figured out that a hyena was not a creature you should expect to encounter roaming around Britain, in multi-storey car parks or otherwise, but for all I knew these were general warnings being issued to people who were going on holiday to parts of the world where they had hyenas. For their part, COI certainly seemed to be treating the symbol a bit too literally - for a while they were so intent on making the hyena the face of British car crime that you'd get these signs showing crossed out hyenas displayed in car parks and in car dealerships. After The Lion King came along and made me reconsider the species, seeing those signs made me feel so sad, since I was beginning to get the impression that the hyena had perhaps been falsely accused. I'd been inspired to do my own research on the animal, and I had yet to come across any reference to their alleged car cracking practices. What if this idea that they were car vandals was all just a gigantic misconception, along with the similarly erroneous ideas that they are dogs and hermaphrodites?
This wasn't the first occasion on which COI had made a PIF representing criminal types as animals. We looked previously at "Magpies: Home" from 1984, in which a group of the titular corvids were shown raiding a bedroom, making an stomach-churning mess of the place and flying out with all of the lacy undergarments they could carry. That PIF had also traded on negative associations with the featured birds (the idea that they steal shiny things, the many superstitions surrounding them, etc), but it didn't feel anywhere near as defamatory. "Magpies" was happy to let the metaphor speak for itself, and didn't feel the need to explain to us how much actual magpies suck in order to drag the thieves down with them. It helped that it was a homage to Alfred Hitchcock's The Birds, so there was a degree of knowing fantasy in its scenario. The photography of the magpies was also splendid - there was a level on which it worked as a covert celebration of the birds - whereas in "Hyenas" the beasts are restricted mainly to the shadows, with close-up shots depicting them with creepy glowing eyes. Moreover, in "Hyenas" we get a monologue openly stressing the characteristics that (in COI's eyes) make car criminals comparable to hyenas. And honestly, it's pretty messed up. Hyenas are bad because they show no compassion toward their prey? Well neither do lions or tigers. But of course they're majestic big cats, so when they show no compassion it's sexy. Use of the word "victims" in place of "prey" is likewise a highly emotive choice, which suits the particular narrative the PIF is seeking to tell about car crime, but makes the hyena's actions appear more malevolent than they should.
A word that doesn't come up in COI's campaign, but is key to understanding the hyena's negative reputation, and why they would have been singled out as a metaphor for criminality when there were so many other big scary predators to choose from, is "cowardly". COI were inspired to cast hyenas as the villains because of market research indicating that hyenas were unpopular with the public, who associated them with cowardice, and they were looking to paint car criminals in the same light. I must say that I find that to be a strange notion. Cowardice, as a concept, is heavily rooted in ideas of human morality; applying it to the animal kingdom, where creatures are merely doing whatever it is they need to survive, seems futile. What is it, exactly, about the hyena that should make it a coward? All of the negative characteristics listed in the PIF itself are things that you would reasonably expect to associate with any predator. I would hazard a guess that it's because hyenas are seen as predominantly scavengers and, as a rule, animals associated with scavenging tend not to have the best of reputations (the terms "vulture" and "jackal" have negative connotations of their own). People see them as sleazy opportunists, seeking out the fallen and mortally wounded and feasting off of their misery, while stealing from other, more "honest" predators like lions and leopards, which are capable of doing their own dirty work. That is indeed the narrative COI is wanting to convey of the car criminal, depicted as a skulking beast roaming the shadows of car parks, searching for vehicles that haven't been adequately secured and won't give them much hassle. There is perhaps an implicit suggestion that such criminals are to be seen as more dishonorable than other brands of thief, since they don't have the guts to pull off a more ambitious raid, and want only the easiest of pickings.
Does the PIF mischaracterise the hyena by depicting it as a scavenger? Yes and no. The animals featured in COI's campaign are actually striped hyenas, which are not the most famous kind. They are smaller and have a slightly more wolf-like appearance than the spotted hyena, which is what most people think of when they picture a hyena, and the species represented in The Lion King. The campaign does, however, conflate the two - the animal seen in the logo at the end (and on car park signage) was clearly modelled on a spotted hyena. What's more, the audio heard throughout the PIF comes from spotted hyenas. Striped hyenas are less vocal than their spotted cousins, and they don't make the infamous laughing noise that COI uses as the basis of their tagline: "Leave it unlocked, and they're laughing." Which is the other reason why hyenas were likely chosen as our metaphorical criminals - it's easy to construe that noise as mockery, the car thieves revelling in their sneakiness and in how easy unwary motorists make it for them. Anyhow, the notion that hyenas are predominantly scavengers is not true in the case of the spotted hyena, which are very efficient pack hunters and often have their kills stolen by the supposedly virtuous lions, but is true in the case of the striped hyena (which is not as social). But what COI definitely does mischaracterise is in this idea that scavenging makes an animal bad or dishonorable, when in reality scavengers play a vital role in removing rotting carcasses from environments and preventing the spread of disease.
The whole point, of course, was to make car thieves sound scary as hell, and like something you absolutely should take all of the vital steps to safeguard yourself against. Much like Disney, I don't believe that COI made this campaign because they wanted to make life harder for real hyenas (Yann Martel's intentions I'm less sure about), although they were looking to exploit certain prejudices that were already harboured against them, and to seemingly confirm them.
It goes without saying that I disapprove of the tone of the campaign, and of the tactic of explicitly villainising the hyena to suit COI's narrative ends, but that doesn't mean I'm all negative about it. On a strictly atmospheric level, I find these PIFs to be pretty unknockable. I dig the dingy, sleazy aura of the car park; multi-storey car parks are spooky venues to have to navigate at the best of times, and "Hyenas" really nails that, depicting them as murky concrete wildernesses where all manner of hidden menaces could conceivably be lurking in the shadows. It's a setting that feels alarming, dangerous and alive. In fact, it always put me heavily mind of the panther sequence from the extended video to Michael Jackson's "Black or White" - with their similar juxtaposition of car vandalism with prowling predators, I have wondered if Jackson's video might even have been an influence on COI's campaign, although I suspect the timing doesn't line up. As for how it uses its questionable anthropomorphisms outside of its slanderous voice-over, I'd rate it as more endearingly comical than the equivalent "Magpies" PIF. You don't get the same sense of the uncanny from these shady hyenas as you do those conniving birds - rather, it treads a wobbly line between the sinister and the just plain silly. When, in the main PIF, one hyena is shown in silhouette, with its teeth (and ambitions) bared at the unsecured vehicle, it is genuinely intimidating. When seen from a different angle, with the hyena poking its face through the open car window, apparently gawking at all the goodies to be pilfered, the tone shifts to something a little more cartoonish. And you do have to love how unashamedly goofy it gets in its final moments, when we have the ridiculous sight of the hyena strolling away with a car radio in its jaws. What does a hyena want with a car radio anyway? At least a magpie could use stolen lingerie for nesting material.
Their star turn as sordid car vandals might have been jolly good acting on their part, although sadly we do have it on record that the specific hyenas used in this campaign were not good parents. Two of the hyenas were a mated pair, and they had a cub that they rejected. We know this because the rejected cub, who was hand-reared, was featured in a segment on the CITV show Animal Crazy, presented by Neil Buchanan and Jenny Powell, in 1994. Which is, incidentally, where I first learned that hyenas are not dogs. Even within the context of them rejecting their offspring, there was something "humanising" (for lack of a better term) about the supposed car criminals being described as a mother and father and not simply the villains in a public information film. Buchanan mentioned something about how, due to the unpredictable nature of the hyenas, the set of the PIF had to be constructed inside a cage in order to protect the film crew - which does make me hungry for further behind the scenes information about how the hyenas were trained and the PIFs were filmed. There have got to be some fascinating anecdotes to be shared.
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