TV watchdogs have ruled that a commercial relaunching the Harvester
chain of family restaurants and featuring copulating monkeys should be
confined to a late-evening slot.
In the ad, a small girl visiting a zoo watches one monkey mount another
and asks her mother what they are doing.
Later, over a meal at a Harvester, her mother explains that the animals
were "cuddling". "What? From behind?" her daughter asks.
Publicis, which produced the £2.5 million campaign, has agreed to
re-edit the film to change the girl's response and allow the ad to be
But shots of the monkeys will remain.
Grant Duncan, the Publicis managing director, said: "We have produced an
amended version of the ad because there's a lot of airtime we want to
The film is one of three marking the debut work by Publicis since it
took over the account when its FCA! "sister" agency merged with it last
year. It aims to extend the appeal of the 150-strong chain, which has
traditionally targeted families.
The drive follows heavy investment in the restaurants by their owner,
Six Continents Retail, formerly the Bass Group, with an extensive
refurbishment programme and a more contemporary menu.
Duncan claimed the commercial would be useful in persuading people who
had never visited to a Harvester to try it.
The commercials were written and art directed by Jackie Steers and Ira
Joseph, and directed by Paul Weiland of The Paul Weiland Film
Media planning and buying is through MindShare.