Pepsi Criticised Over Chimpanzee Commercial


Drinks giant Pepsi has become the latest company to be targeted by animal protection campaigners in their bid to end the use of Great Apes in entertainment. The latest TV commercial for Pepsi Max, 'Monkey Taxi', in which a young chimpanzee acts as a reckless taxi driver, has been criticised by a coalition of the world's leading animal protection groups and primate conservationists.

The coalition, headed by the Captive Animals' Protection Society (CAPS) on behalf of the Ape Alliance, has written to Pepsi bosses asking them to pledge not to use primates again in future ads. Over 30 organisations and individuals [full list below], including renowned primatologist Dr Jane Goodall, CAPS, RSPCA, International Fund for Animal Welfare and the Monkey Sanctuary Trust, signed the letter.

In the letter the campaigners state:
"We are appalled that such an outdated practice is still considered appropriate by a high-profile company. The welfare and conservation of chimpanzees and other primates are already under serious threat due to human exploitation.

"Chimpanzees deserve respect and protection. To use chimpanzees in
advertisements is not only exploitative, but also diminishes their status in the public's perception as an endangered species protected by UK and international law."

The commercial, filmed in Spain, features a four-year-old female chimp. Great Apes used in commercials are invariably young as by the time they reach adolescence at around 7 they become too aggressive and difficult to handle. There is also evidence that some chimps have been trained using violence, such as beatings and electric shocks as well as having their teeth removed.

Craig Redmond, Campaigns Officer for the Captive Animals' Protection Society (CAPS) commented:
"Over the past three years CAPS and the Ape Alliance have persuaded several companies to end their use of primates in commercials and we were amazed when Pepsi flew in the face of public opinion by broadcasting an ad featuring a chimpanzee.

"We appeal to other companies and advertising agencies not to use wild animals in commercials. The message from animal protection campaigners is clear, using wild animals will only damage your company image."

Recently the company Puma pulled its chimpanzee commercial following complaints and in summer 2004 an ad for the Portman Group was not even aired because of an Ape Alliance campaign. Grolsch and Halfords also previously pulled adverts featuring chimps after being contacted by CAPS.

Speaking against the Pepsi commercial, Ian Redmond, Chief Consultant to the UN Great Ape Survival Project (GRASP) said: "The UN is set to pass a Declaration on the importance of Great Apes this year. The use of chimps in TV ads damages the global conservation message."

 

The following have all signed the letter to Pepsi:

 

 


 

 

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