Is it racism, merely insensitive, or just plain monkey business? That's the question surrounding Gosling Brother's "wildlife campaign'' on the back of this year's new telephone directory, featuring a menagerie of animals adorned in clothing bearing the Gosling's black seal logo.

Criticism that the ad was racist has recently spilled across the Island's airwaves, with some callers levelling the charge on a ZBM phone-in show.

The ad in question depicts seven animals in human guise; a fox playing tennis, a tiger and lynx playing golf, a boar relaxing with a newspaper, a chimpanzee executive attired in Bermuda shorts, a panda relaxing on a keg of rum, and a raccoon getting set to snorkle.

Complaints -- some called into The Royal Gazette's newsroom -- centred particularly on depictions of the chimpanzee and boar, who callers said presented a racist image of the black population.

Other callers complained the "white'' animals were shown in leisure-type activities while the "black'' animals were not.

Gosling Brothers, in a prepared statement, said the illustrations were created by "world class artist, Mr. Michael Cacy,'' who has created the last four "wildlife'' campaigns: "He has the task of creating scenes using a variety of wildlife to portray our product in a meaningful and responsible way.'' Assistant Vice-President of Public Relations at the Bermuda Telephone Company, Karla Lacey-Minors, said she has fielded a few calls about the ad and had been in contact with Gosling's.

"We've put in a lot of time and energy into making this year's directory more user friendly so we're of course concerned when someone raises an issue like this,'' she said.

Kenneth Spurling, Chairman of the Commission for Unity and Racial Equality, yesterday told The Royal Gazette that given the Island's history and legacy, it is easily understood to see how members of the community would find this portrayal of a black Bermudian offensive.

But he added: "We do not believe there was any malice intended on behalf of Gosling's or the Bermuda Telephone Company.'' BUSINESS BUC