A commercial for a Brazilian newspaper Estadão comparing bloggers to monkeys has made its rounds on the web, provoking some of us—like Brazilian blogger Pensar Enlouquece—to be downright offended:

I should say that it is a case of questionable sense of humor, to coarsely compare bloggers with… monkeys.

Ironically, we’re pretty sure that publishing one’s questionable sense of humor is the reason blogs exist. Others, like another Brazilian blog that goes by Brainstorm #9, feel the need to huff and puff and spell out the ad’s message in case we missed it:

The campaign is crystal clear in affirming: blogs copy information, blogs publish bullshit, blogs have no discernment.

Clearly. If we wanted to root out original information using sound judgment, we would have applied for a job at a traditional news outlet. (Notice neither condition said ‘to avoid publishing bullshit.’) Still other bloggers, like Jose Murilo of Global Voices, consider the ad calculating in its goal:

…piss off bloggers, bloggers link to you, you get readers and traffic.

How’s that saying go about throwing stone in glass houses? Anyway, in our humble opinion, we agree with the sentiment (if not the execution) of the caption by blogger Charles Pilger at right—laugh it off, and run with it:

OH NO!! I got uncovered by Estadão!

Watch the ad under so much unnecessary fire here, and prepare to giggle mildly. (Monkeys doing human things do that to us, at least.)

Brazil: Ad campaign compares bloggers with monkeys [Global Voices via Boing Boing]
Image [Charles Pilger]