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.