Even ugly animals need love
For its current campaign, World Animal Protection Canada is not using the classic animal protection fundraising cliché with cute, sad-looking kittens - but is choosing the opposite approach.
The expression "inner beauty" - and what is often actually meant by it - is widespread. It is used to describe someone who does not have many external advantages, but whom one does not want to offend. If one transfers this aspect to the monkey world, the so-called nose monkey would probably belong to that sort with "inner beauty and strong personality".
In a sober voice, the narrator in the commercial explains why the animal welfare organization is using this species of monkey as the figurehead for its current fundraising campaign. The answer is simple: even ugly animals need love. And that's why the appeal is: "Close your eyes and open your wallets".
Leo Burnett Toronto may not be putting the nose monkeys in an overly nice light with this campaign, but the thought behind it counts - and it's justified and definitely well-intentioned. And anyway, the larger and more prominent the olfactory organ in male proboscis monkeys, the more attractive they appear to their female counterparts.
