Tell Levi's to Stop Orangutan Abuse!

After PETA learned about Levi Strauss & Co.'s "viral video" featuring an orangutan, we immediately contacted the company to request that it pull the video and pledge never to use great apes in advertisements again. Levi's has denied both those requests, and the company has refused even to meet with PETA to cooperatively discuss the issue.

In addition to portraying orangutans in a demeaning way, the use of great apes in advertisements is inherently cruel. Orangutans used in ads are typically just a few years old. Training great apes to perform almost always includes physical abuse to ensure that the animals know "who's boss" and do as trainers demand. By the time great apes are 8 years old—around the beginning of young adulthood—they are too strong to be safely handled and are discarded in hideous roadside zoos or warehoused in dismal, appalling conditions. PETA investigations have revealed that former "celebrity" apes were living in small cages littered with garbage and feces and that they were denied basic necessities, like wholesome food and adequate veterinary care.

Please take a few moments to fill out the form below to send an automated letter to Levi's CEO John Anderson and Director of Worldwide Government Affairs Helga Yang requesting that Levi's stop circulating its "viral video" immediately and never use great apes in its advertisements again.