Chrysler's Dodge brand created an ad for their "Big Tent Event" featuring a monkey dressed like a stuntman setting off some confetti fireworks.
The folks at People for the Ethical Treatment of Animals (PETA) viewed the ad and saw an opportunity to get a little press (their marketing weapon of choice).
"Most top ad agencies in the country won't even consider producing an ad featuring a great ape these days given the well-documented abuse that young chimpanzees and orangutans suffer in the entertainment industry." PETA says in a statement. "After watching a video narrated by Anjelica Huston about the use of great apes in entertainment, savvy ad agencies such as BBDO, Young & Rubicam, Grey Group, Draftfcb, and Saatchi & Saatchi made the compassionate decision not to exploit great apes in future ads. Dodge isn't going to dodge a bullet on this one. It needs to pull the ad - and we've contacted the company asking it to do just that."
In response, Dodge, noting the statement for what it was, decided to respond with a little clever altering of the spot--which now features a digitally-erased "invisible" monkey. They even created a microsite called "Where's the Monkey?" to get a little press of their own.
"We are not a company that hides behind issues or brushes them under the rug. We are a company that meets issues head on and moves forward. And we promise to keep doing everything in our power to be one of the most honest and forward-thinking companies out there."
Jalopnik's response to the new version: "This might be the best Dodge commercial yet."