Monkey Business

Tierney & Partners went bananas – ouch! – in its campaign for the city zoo’s new monkey house.
In the spot, which bows today for the Philadelphia Zoo’s PECO Primate Reserve, a doe-eyed orangutan tours the City of Brotherly Love. She swings from the LOVE sculpture, cheers Rocky-style atop the art museum steps and chats with Mayor Ed Rendell.
A voiceover states: “The primates love Philadelphia, and Philadelphia will love the primates,” followed by the zoo’s tagline, “Come closer.”
The humorous ad has a tragic history. A fire in December 1995 killed 23 of the zoo’s primates. City residents rallied to raise money. “We wanted to make sure when we were ready to open the new reserve that the community was part of that,” said vice president of marketing Dell Fiorvanti.
Of Bailey, the spot’s star, creative director Rochelle Klein noted that “the effect that the little orangutan had on people was amazing,” The ads, running in the tri-state area, include radio, print, outdoor and TV. – Emily Fromm