Sega has pulled an advertisement for its rhythm game, Samba De Amigo, after a complaint from animal rights activist group, PETA, over their use of chimpanzees in the ad.

PETA contacted the videogames publisher to complain over the commercial for the Wii title, which features actual chimpanzees, causing SEGA to pull the advert as a result.

"We're officially bananas about Sega," wrote the group on their blog.

"After learning that Sega used a real chimpanzee in an online video promoting Samba De Amigo we contacted the company... We explained how involuntary chimpanzee 'actors' are taken away from their mothers when they are just a year or so old," they explained.

"We also explained some of the horrible methods that chimpanzee 'trainers' use, such as electric shocks with shock collars and prods, isolation, beatings with sawed-off pool cues and slapjacks, and food deprivation.

"Sega pulled the video from its site and promised to keep all great apes out of its ads!"