Technically speaking, humans are primates. And, if you paid attention in school or read Michael Crichton’s classic novel Congo, you know that the genetic makeup between human beings and apes and monkeys is, for all intents and purposes, pretty much identical. So, it would follow that advertising, if done correctly and simply, can elicit responses from monkeys just like it can from humans, right?
Proton Studio and Yale University are attempting to “determine where advertising has innate primate responses, and explore.” Included on the project is Lawson Clarke of @MaleCopywriter fame. The study used ultra-social Capuchin monkeys (who they’ve already determined can use money like humans) and a “sex sells” premise to see if advertising can work on other species. Research started in March, and findings from the study will make their debut on June 25 at the Cannes Lions festival.