While in the UK the major chimp-related adverts were the long-running PG Tips series, and they have now moved over to a woollen simian who was previously the only successful thing about ITV's digital efforts. However, advertising executives worldwide can't resist monkeys. Look! They're monkeying around! Hahaha!
As a recent letter to Science, signed by some of the most notable primate researchers, points out:
"In movies, television shows, and advertisements, chimpanzees are often depicted as caricatures of humans, dressed in clothes and/or photographed in contrived poses "
Using them in adverts is not just demeaning (and old, hackneyed and unoriginal) - it also helps threaten the future of chimpanzees in the wild. Because if the public don't think they're in trouble, there is going to be less pressure to save them.