Save the Chimps

When I’m Sixty-Four

Agency: BCG BrightHouse


Save the Chimps, a sanctuary for chimpanzees rescued from labs and show business, is getting by with a little help from a friend: Paul McCartney.

The rock icon donated a Beatles classic perfectly suited to help raise funds for the refuge in this 30-second TV ad debuting on February 28:

“Most people don’t realize chimpanzees can live into their sixties, thus their lifelong care at sanctuaries is a costly commitment,” says McCartney. “I was happy to donate ‘When I’m Sixty-Four’ to Save the Chimps’ new campaign, as nearly half of the 200+ rescued chimps they look after are seniors.”

The heartwarming spot features many of the sanctuary’s aged apes enjoying their retirement in the Florida sunshine. Chimpanzees suffer the same aging ailments as many humans, including arthritis and heart disease, for which they receive specialized vet care at the 150-acre sanctuary.

The spot was produced gratis by BCG BrightHouse in Atlanta after the creative agency was approached with the idea by Dan Mathews of Save the Chimps. Mathews, a former SVP at PETA who created the “Rather Go Naked Than Wear Fur” ad series, has worked with McCartney on other campaigns.

In addition to Sir Paul, other notable supporters of Save the Chimps include Pink, Pamela Anderson, Alan Cumming, and Jane Goodall, who heads Save the Chimps’ Advisory Council.

This professional campaign titled 'When I’m Sixty-Four' was published in United States in February, 2023. It was created for the brand: Save the Chimps, by ad agency: BCG BrightHouse. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 7 months ago.


Creative Consultancy: BCG BrightHouse
Writer/Director: Dan Mathews
Executive Creative Director: Mike Lear
Creative Director: Kelley Lear
Executive Producer: Ashley Maiola
Editors: David Bunzey, Clay Leddin

Sound: John Roberts, Soundbyte Atlanta
Sound Production: Cathy Roberts, Soundbyte Atlanta
Music: Sir Paul McCartney, The Beatles


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