Sex sells. To monkeys.

Move over, American Apparel!

The sexiest ad campaign shown at Cannes wasn't even meant for humans. A partnership between Yale and Proton Studio, it was part of a groundbreaking study on whether monkeys could be persuaded by advertising.

And not just any advertising, but explicit images of female sex and male power.

According to New Scientist:

"One billboard shows a graphic shot of a female monkey with her genitals exposed, alongside the brand A logo. The other shows the alpha male of the capuchin troop associated with brand A.

[Proton adman Keith] Olwell expects brand A to be the capuchins' favoured product. 'Monkeys have been shown in previous studies to really love photographs of alpha males and shots of genitals, and we think this will drive their purchasing habits.'"

Humans, on the other hand, are far more sophisticated.