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http://www.guardian.co.uk/animalrights/story/0,11917,1227957,00.html

Unnatural behaviour: activists condemn ads with boozing chimps

Robin McKie
Sunday May 30, 2004
The Observer

  Animal welfare campaigners have attacked drink company bosses over 
television and cinema adverts that use chimpanzees to illustrate the 
dangers of binge drinking.

The groups say the adverts - 'Don't be the Drunken Monkey' - debase the 
animals, will increase cruelty to apes, and encourage poachers to 
kidnap baby chimps for other ad campaigns.

 The attack is the most outspoken yet by animal groups, which have 
recently forced Grolsch lager and Halfords, the car parts chain, to 
withdraw adverts featuring chimps dressed as humans.

 The adverts - by the Portman Group, the drinks industry organisation 
that promotes socially responsible alcohol use - depicts humans boozing 
with a chimp whose antics are initially amusing but which turn 
increasingly unpleasant and violent.

 'It's no fun going out for a night with a drunken mate who shouts and 
swears, gets into fights and gropes anything that moves,' said Portman 
chief executive Jean Coussins. 'In fact, it can feel like you're on the 
town with a drunken monkey.'

 This comparison drew a furious reaction. 'For a start, a chimp is an 
ape, not a monkey, which shows how ignorant this campaign is,' said 
Jenny Hawley, of the International Fund for Animal Welfare. 'Worse, the 
clear implication is that chimps are stupid, aggressive and figures of 
ridicule. In fact, they are highly intelligent creatures that suffer 
because of their similarities to humans.'

 A spokesman for the Portman Group said no ape was harmed while making 
the adverts, which were intended merely to illustrate the fact that 
people often act like wild animals when out drinking.

 This assurance drew little comfort from campaigners. 'Ads like this 
just encourage poachers to think they can make money by selling baby 
chimps,' said Ian Redmond, of the UN Great Ape Survival Project. 'If 
the Portman Group does not pull this ad, they will be faced with an 
outcry from millions.'