The ad that really got [Emanuele] Pirella noticed was for a brand called Jesus Jeans, launched in 1974 by MCT (Maglificio Calzificio Torinese), the company that makes Kappa sportswear today. According to Pirella, the brand was vaguely inspired by the previous year's hit musical Jesus Christ Superstar. Clearly something provocative was needed, so a young photographer named Oliviero Toscani was hired to shoot a young woman wearing the jeans, the zipper open in a manner that indicated she was not wearing any underwear, while casting a coy shadow over the evidence. Pirella's copy read: "Thou shalt not have any jeans but me."



Mixing fashion, sex and religion — in a Catholic country? No wonder Pirella got himself in the papers. The second execution was the line, "Whoever loves me, follows me,", printed over a pert bottom in denim hot-pants. (The bottom, by the way, was that of Toscani's girlfriend at the time.) The Jesus Jeans brand clearly hasn't stood the test of time, but the furore surrounding the campaign did much for Pirella's career.

The Yerkes Laboratories eventually developed a device known as a Chimpomat. This Chimpomat would receive either metal or plastic disks and would dispense some form of food reward in return for the insertion of a disk. Animals were eventually taught to pull the box of weights up to the cage in return for plastic or metal disks which they could then take and put in the Chimpomat to get their reward.

By the process of lengthening the time between which they could earn the reward and when they could actually receive it by using the Chimpomat (by making the Chimpomat available only certain times of the day), the animals could be trained to collect plastic disks, in other words, to work for money. They would store up this money until the time came for them to spend it. Eventually they were trained to earn the money one day and spend it in the Chimpomat the following day.

On these occasions the animals used to walk around clutching their earnings to their breasts, sleeping on them at night so they would not be stolen, and getting very hysterical if any other animal came near their earnings or tried to take any of them away—a very human side of their actuvity and the dawn of ownership of private property and capitalism, a thought that has intriguing implications.