The stunning visual effects featured in the PETA ad voiced by actor Adrien Brody have been awarded a “Gold Lion” at the prestigious Cannes Lions awards.
The heartbreaking short, which showcases the misery and isolation of an ape who is forced to perform, was brought to life by celebrated production company The Mill.
The animal rights org reports that since airing the spot, three more ad agencies (in addition to the dozens of top firms already on board.) have signed PETA’s Great Ape Pledge and promised never to use real apes in their projects.
“The bottom line is that we no longer can excuse the exploitation that exists in this world. Great apes are no exception,” Brody said about the ad. “They are extremely sensitive, intelligent, and emotional beings. It’s sad that they’re still commonly used in television and film, especially when we know how much they suffer behind the scenes. Acting should be left to actors—and that means human beings who have a choice in the matter.”
Check out the winning video below.