Image Source/Christopher Villano

Our second creative monkey story of the day, discovers a set of billboard images aimed to sell Jello to monkeys. Really, it’s true


Even stranger news on the monkey-creativity front. The New Scientist magazine reports on a advertising campaign directed at Monkeys. Advertising executives Keith Olwell and Elizabeth Kiehne heard Yale University primatologist speak at a TED event and the three have got to together to create a billboard campaign.


The premise is that captive monkeys understand money, they helped to  play “economic games”, so the question is would they respond to advertising? They are creating two brands of jello, Brand A and B but only Brand A is supported by an ad campaign. It’s aimed at a troop of Capuchin monkeys. The team have stripped out any sense of what is ‘trending’ and have created two billboards, reports The New Scientist’s Rowan Hooper,


“One billboard shows a graphic shot of a female monkey with her genitals exposed, alongside the brand A logo. The other shows the alpha male of the capuchin troop associated with brand A.  Olwell expects brand A to be the capuchins’ favoured product. ‘Monkeys have been shown in previous studies to really love photographs of alpha males and shots of genitals, and we think this will drive their purchasing habits.’” The human equivalent probably wouldn’t get passed by Advertising Standards bodies.


The idea is to see whether advertising images generate an innate, primate response. Initial findings were presented at the Cannes Lions festival, but New Scientist promises to keep tracking the story on an ongoing basis.



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