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PETA goes ape over Sega chimp advert

Samba De Amigo advert used real chimp

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An animal rights group went bananas when it discovered that Sega had used a real chimpanzee in an advert for its latest Wii game. But the gaming firm has now promised to end its monkey business.

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In the advert for Samba De Amigo, a chimpanzee is shown shaking the Wii’s Remote and Nunchuck in order to make an on-screen cartoon monkey compose sweet music with a pair of maracas.

Although People for the Ethical Treatment of Animals (PETA) didn’t claim that Sega mistreated the chimp, the organisation said on its blog that some chimpanzee trainers often coach involuntary chimpanzee actors to perform such actions by electrically shocking them, beating them with pool cues or depriving them of food.

PETA used all of its opposable digits to give Sega a thumbs up for the company's promise to pull the advert from its website and to “keep all great apes out of its ads”.

Samba De Amigo is available now to all creatures great and small for around £25 ($40/€30).

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