Jane Goodall Really, Really Likes This Video

It won
a coveted Gold Lion at the Cannes Lions ad awards this summer, and PETA’s
riveting video “98%
Human“ is continuing to change
the way people think about the entertainment industry’s use of great apes.

This week, PETA Vice President Dan Mathews screened “98%
Human” at the Great Apes Summit in Wyoming, and Dr. Jane Goodall led the global
wildlife experts in a standing ovation for PETA’s provocative spot that has prompted
numerous top ad agencies to formally swear off using great apes.

PETA isn’t measuring the video’s success in awards and
applause but in results. After Wyoming, Dan flew to New York, where he screened
the video at the lively Advertising Week panel that he hosted with BBDO, the mega-agency
that donated the spot to PETA. The talk drew hundreds of creative directors
from across the country, who pledged not just to leave apes out of ads but also
to put pro-animal messages in their campaigns.  We’re calling “98%
Human” 100 percent successful.