Florida Center Book & Film Festival: Gorilla
Advertising Agency: Unitas/RNL, Santiago, Chile

Land Rover: Gorilla
Advertising Agency: Y&R, Milan, Italy

I have to admit that I really, really, like my choice for this week’s prints, and the best thing I could think to say right now is: it’s in our genes!

Which one I like best? The primates are being considered highly intelligent so I think I will go with the first print which is funnier for me than the second one that is also not bad at all. I mean I get the idea, the car vs gorilla’s favorite meal bla, bla, bla… but anyone can drive a car! I’m sure you’ve seen a lot of “animals” in the traffic, so no news there!

However, it was a great idea to use Gorillas in these campaigns, as they are the proper characters to share this clever message and it’s multiple meanings. Let’s not forget that the primates are in the popular culture and media since 1860. For example, gorillas have been featured prominently in fantasy films or stories such as King Kong, Tarzan and Conan the Barbarian. Even back then, the gorillas were featured as physical opponents to the titular protagonists, so the conclusion is that the gorillas got what it takes to… let’s say… read a book, or drive a Land Rover! 98%–99% identical DNA to that of a human should be a good argument.

Reflecting on the prints what I should think: that even a gorilla knows to make the right or more likely the obvious decisions and I don’t, or that gorilla’s intelligence was underestimated as he knows something I don’t therefor I should follow the example…

In the end, we have two main perceptions. On one side gorillas as animals (the emotive reaction and a repulsive reaction) and on the other side gorillas as positive characters (heroes), smart relatives. Each one reaches it’s segment of target.

Looking at the prints which can be easily pass as a reflection to human society, I am wondering if we are getting smarter? Or maybe, I should see the prints as they come as touching, nice and viral.