Famous PG Tips Louis the Chimps dies

Many articles were published recently to announce the death of a famous advertising talent - Louis, a chimpanzee who starred in PG Tips advertising as a Bond-like character, who saved the world and sure enjoyed a good cuppa!

He wasn't the only star in those commercials that aired in the 70s and 80s, the tea company built their entire advertising campaigns on the adventures of a family of chimps. These colorful characters greatly contributed to PG Tips brand awareness and popularity and were voted most "favorite advertising characters" in a 2003 poll in the Guardian (UK).  Animal rights organizations, however, forced the PG Tips company to stop using primates and nowadays a sock monkey has replaced the talented actor who finished his life at the Twycross zoo in Atherstone, Warwickshire, England.

Louis died at age 37 and is survived by his screen and life partner Choppers, aged 42, who will be moved in with other chimps so she can survive the grief of losing a lifelong companion.

Primates, especially chimpanzees, have been used many times by humans - their clumsiness, not so good looks are amusing to us.  They allow us to laugh at ourselves, but also feel superior.
The problem is that animals used in the entertainment industry are not always treated ethically and humanely.  Because they are so strong and dangerous as adults, only babies and juveniles are used on stage. They are exploited - bringing in high financial rewards for the companies employing them, only to end up in a zoo or other sanctuary at best, or in laboratories, when they are too old to be handled safely.  This is happening because animals (not only primates) are considered pretty much everywhere in the world as "objects" rather than "beings" by the law.  Some associations are working hard at changing this status, such as, among others, The Non Human Rights Project.

The continued use of primates in the entertainment industry also encourages the illegal pet trade and contributes to propagating an inaccurate portrayal of these very intelligent and emotional creatures.  This is why, even though, like many other fellow humans, I laugh and enjoy seeing them on screen, I think it is important that we stop exploiting them and give them back the dignity they were born with and deserve - especially when a sock monkey can be as effective as a real one to sell a product a chimp would never enjoy in real life!