Using monkeys in ads has been out of fashion for a while, ever since viewers decided using chimps dressed as humans to advertise brands such as PG Tips was rather cruel. In its latest U.K. ad, directed by Juan Cabral at MJZ , Ikea does use monkeys, but lets them do their thing without too much human interference.
The beautifully filmed, marvellously playful ad features a troop of monkeys who come across an Ikea Metod kitchen in the wild. The group of howler, spider and capuchin monkeys from the Jaguar Rescue Center in Costa Rica were let loose on the kitchen, with adorably hilarious results. (Watch the Behind the Scenes film to see more about how it was done).
The campaign, by Mother London, is aimed at encouraging people to have fun in the kitchen, and will be joined by social media efforts centered around the popular British reality show "The Great British Bake-Off," which begins its 2015 season later this month.