A New York ad agency is running billboard ads aimed at monkeys.

No really.

This is thought to be a first. Some would say however that is nothing new.

All kidding aside it shows how far off the rails a lot of advertising is. No surprise the project is a collaboration with an Ivy League psychology professor.

There's a few ways marketing goes wrong. Trying to apply academic psychology in place of common sense, experience and know-how is one of them.