Superbowl Ads Reach New Low

Superbowl Ads Reach New Low

Pundits Talk About New Advertiser Sensitivity - With One Glaring Omission

Chimpanzee Actors Abused; Animal Trainer Quits

WASHINGTON, Feb. 7 /PRNewswire/ -- Following Janet Jackson's wardrobe malfunction last year, this year's Superbowl advertisers claimed a new sensitivity in promoting their brands and services. But one set of ads in particular, from the online job network Careerbuilder.com, is going unnoticed and points to a darker, more serious issue.

During this year's game, Careerbuilder.com launched a year-long campaign featuring an office full of chimpanzees. While the spots may seem harmless and the chimpanzees appear happy, the behind-the-scenes story may look quite different. Chimpanzee actors are virtually always victims of psychological and physical abuse, especially during training.

A 14 month investigation of a major chimpanzee trainer conducted by the Chimpanzee Collaboratory, a coalition of leading animal advocacy groups, revealed shocking treatment of chimpanzee actors. Baby chimpanzees at this Hollywood compound were regularly punched and kicked during the course of their training. Because training occurs on animal compounds and far from any set, well-meaning companies such as Careerbuilder.com, and even animal welfare monitors, are often duped by trainers into thinking that everything is as it should be.

New ads from Bud Light and Scotch-Brite also feature chimps. This trend in advertising comes at a great cost to individual apes, but also to conservation efforts. Although critically endangered in the wild, the public comes to view chimpanzees as plentiful when they appear on TV every day. This contradicts conservation messages and seriously impacts the work of caring for endangered species.

"Chimpanzees used on TV are babies. They are energetic and rambunctious. I can't imagine any of the chimps I know agreeing to sit still long enough for a shot to be taken. In my opinion, this is done against their will," says Carole Noon, Collaboratory member and director of the largest chimpanzee sanctuary in the world. "If companies like Careerbuilder.com want to be socially responsible, they'll say no to this cruel practice."

Even the training industry's leader, Bob Dunn of Bob Dunn's Animal Services, recently threw in the towel. Last month, he announced he was permanently leaving the ape training business and turning over all of his working apes to a sanctuary in Florida for proper treatment. "Sending them to a sanctuary is the right thing to do," Dunn said.


Source: The Chimpanzee Collaboratory

CONTACT: Sarah Baeckler of The Chimpanzee Collaboratory,
+1-310-406-5508, or sarah@chimpcollaboratory.org

Web site: http://www.chimpcollaboratory.org/


-------
Profile: intent