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[Carrie McLaren <stay.free AT verizon.net>]

Homechoice customers urged to dump service over chimp ad

by Sam Matthews Brand Republic 27 Oct 2005
http://www.brandrepublic.com/bulletins/br/article/524896/homechoice-customers-urged-dump-service-chimp-ad/

LONDON - Animal rights campaign group Animal Defenders International 
has urged Homechoice customers to cancel their subscriptions after 
the broadband TV company screened its latest television ad using a 
performing chimpanzee.

In the ad, created by Mother, a chimpanzee is shown in a studio room 
with a researcher, being taught how to use a picture keyboard while 
bored onlookers stand behind a panel before the catchphrase "I'd 
rather be at home" appears.

ADI has slammed Homechoice about the ads, claiming primates suffer 
being "caged, chained and depraved of normal social interactions" 
when used for entertainment.

ADI spokesperson Jean Creamer has urged Homechoice customers to 
cancel their subscriptions.

"If a family brand like Homechoice think it is reasonable to demean 
primates in this way to promote their services, then we must 
encourage our supporters to boycott Homechoice and their customers to 
cancel subscriptions."

A Homechoice spokesman defended the ads. "The chimp was used for a 
pre-agreed time of two hours maximum, given regular breaks and 
refreshments and was supervised by its trainer at all times. At no 
time was the chimp distressed," he said.