Heartwarming Campaign Asks Viewers to Be More Human by 'Staying Apes'

F/Nazca Saatchi & Saatchi's Reenactment of Scientific Study will Move You to Tears

Published On
Nov 05, 2013

Editor's Pick

In this big old rat race that is modern day life, sometime we lose sight of who we really are -- animals. And, at heart, animals are empathetic creatures, as this campaign for F/Nazca Saatchi & Saatchi sets out to show.

The keystone of the campaign is this video, shot in what appears to be a scientific lab. In it, we see what happens when two monkeys who had never met before are placed near each other -- one, in a cage, without food, and another, free, with as much sustenance as his heart desires. he result will tug at your heartstrings. It's an attempt to encourage people to "Stay Apes," that is, remember their empathy and donate to Operation Smile, an organization dedicated to funding reconstructive surgery for children born with cleft lips.

We wanted "to remind people, especially non-donors, that the act of sharing is what helped us evolve as a species and should never be ignored," said F/Nazca Saatchi & Saatchi ECD Eduardo Lima in a statement.

The commercial was inspired by a study out of Duke University on the nature of empathy.


Nov 05, 2013
Operation Smile
Operation Smile
F/Nazca Saatchi & Saatchi
Executive Creative Director:
Fabio Fernandes
Executive Creative Director:
Eduardo Lima
Head of Art:
Joao Linneu
Art Director:
Bruno Oppido
Romero Cavalcanti
Agency Producer:
Victor Alloza
Agency Producer:
Renato Chabuh
Agency Producer:
Gisele Campos
Agency Producer:
Maira Massullo

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