Ethical pitch: ‘You wouldn’t expect Jane Goodall to be fronting a campaign for underwear’

Renowned primatologist had a laugh' at the idea she'd be surrounded by models wearing Australian bamboo fabric brand Boody

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Underwear-clad models stand in a rainforest, surrounded by ferns. Sunlight shines through the morning mist. Humans," intones renowned primatologist Dr Jane Goodall. What unusual animals we are."

As the camera pans over a closeup shot of a male model's boxer briefs, the world's foremost expert on chimpanzees says, It's a big job making our world a better place, but getting started? Well, that's as easy as changing your underwear."