Over the years, primates have become the stars of some of advertising’s all-time classic spots. But, as a few creatives know, the use of apes, monkeys and the like in commercials can lead to physical and psychological animal abuse, and many times the stars of advertising aren’t quite given ethical treatment.

To fight against this problem that many aren’t aware of, BBDO NY has recently taken PETA’s “Great Ape Pledge,” encouraging creatives to make a pledge to avoid using monkeys in advertising at the campaign’s website. Want to take the pledge, but are sometimes forgetful when writing a spot? Well, the two parties involved give you exact wording to place in Microsoft Word’s Auto Correct function should you type “ape,” “monkey” or “gorilla.” As PETA puts it, “By signing on, you commit to refusing to use any live great apes in your work. Because great apes deserve better.” Indeed they do. Credits, and a memo regarding the campaign from BBDO CCO David Lubars after the jump.

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