Poor gorilla. It seems not enough people really care about his plight, so he takes the matter into his own hands and turns himself into something that the rest of the world will sympathize with. This terribly cute, yet awfully sad pro bono spot was created out of Ogilvy Chicago for APES (A Project of the Conservation Trust), dedicated to rescuing and rehabilitating gorillas--especially those used in the entertainment industry. Which explains why the ape featured here is played by a man in a gorilla suit. The spot was directed by Paul Dektor out of Cartel.