BBDO Uses Auto Correct to Keep Chimps Out of Ad Scripts

Headshot of Tim Nudd

Here's a novel way of preventing monkeys, apes, and chimpanzees from being exploited in commercials—booby-trap your creatives' computers so they can't write them into scripts. This is what BBDO New York has done. The agency has installed an auto-correct function on all office computers that detects whenever words like "monkey" or "ape" or "chimpanzee" are typed. This sentence then appears automatically: "…who was taken from his mother when only weeks old to act in front of the camera. During his training, the ape will be kicked, punched, and beaten to perform what you are just about to write. Don't let it happen." The note then links to BBDO has used plenty of monkeys in its commercials over the years, just like everyone else, but this seems like a sincere effort to curb the practice—more sincere, at least, than using an invisible monkey, like in the Dodge spot. (For the record, those are the CareerBuilder chimps in the image above, from Cramer-Krasselt.)

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: May 11, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT