Louis, 37, was seeing out a well-earned retirement at Twycross Zoo. You’ll be relieved to hear that his business partner and friend Choppers, 42, is still going strong.
These ads, phenomenally successful and popular in their 1970s and ’80s heyday, became something of a curse for Davidson Pearce and not just because the beasts tended to bite lumps out of anyone unlucky enough to attend a shoot.
Despite all the other excellent campaigns it produced all everybody remembered were the bloody chimps.
Anyway, we mustn’t be mean. RIP Louis.