Great apes used in TV, film and ads are forcibly removed from their mothers at birth, causing lifelong emotional scars. At the start of their acting career, they are punched, kicked and beaten to eradicate their natural behaviors and make them "smile" for the camera. When they reach puberty, around the age of eight, they become too strong to be safely trained and therefore are sold and discarded in roadside zoos, where they end up living their lives in misery. And they can live up to 60 years.

The "98% Human" commercial pictures one of these great apes used in entertainment performing one last, extreme act. As the VO explains the pain and suffering this animal had to endure, we see him climbing on a stool, taking a gun and pointing it to his chin, looking us in the eyes. No human would ever be able to live such a horrible life. Why would an ape, whose DNA is only 2% different from ours, decide to keep living under such conditions?

By modifying the Microsoft Word AutoCorrect function throughout the IT departments of the networks the agencies can easily become Ape-Friendly. Whenever a creative types the words "Chimp", "Gorilla", "Monkey", the Microsoft AutoCorrect function automatically replaces the word with our message and a link to the pledge website.

RESULTS

- Over 35.000 people in the industry pledged.

- Over 10 top advertising networks pledged.

- ZERO commercials featuring real great apes were produced.