People for the Ethical Treament of Animals (PETA) has said "good boy!" to Sega after the publisher pulled a Samba de Amigo ad which featured a live chimp.
Why is that a big deal? PETA explains:
After learning that SEGA used a real chimpanzee in an online video promoting Samba De Amigo… we contacted the company.
We explained how involuntary chimpanzee "actors" are taken away from their mothers when they are just a year or so old and forced to perform confusing and repetitious tricks. We also explained some of the horrible methods that chimpanzee "trainers" use, such as electric shocks with shock collars and prods, isolation, beatings with sawed-off pool cues and slapjacks, and food deprivation. Then, at the ripe old age of just 8, the chimpanzees reach puberty and their showbiz careers are over—and they end up being dumped at dismal roadside zoos or sold to laboratories for experimentation.
Faster than you can mangle a Metallica song on Guitar Hero, SEGA pulled the video from its site and promised to keep all great apes out of its ads!