No need to  fold yourself in four. This colour printer (2) dimensions your project to its true size. The choice of a giraffe accentuates this sizing aspect. It's therefore a bit unexpected that the remaining text elaborates on the technologie and the colour realism. This is a subject normally trusted to Colourful Fish (See also [Illustration 5]).

  Look further. We  are your flexible partner for digital printing (3). This writer excels in an approach supported by fact —his advert is the best we have!. It's possible to look further away from a higher viewpoint and the Giraffe's neck really is very flexible by the peculiar build of the vertebrae.

  The giant's packet  of advert 5 contains 12 tablets of a product curing osteoporosis. If you are equipped with long legs and a heavy neck then solid bone is an important issue. That probably explains the Giraffe. But the smallprint states the importance of a quick arrival of the tablet into the stomach. I would therefore rather dissuade a Giraffe from taking this particular drug.

  Every new instalment  on your savings account will double your bonus (6). Your money will reach the sky in 1-2-3. Yeah, sure.

  Really away from  home (8) is a very common approach and is not in the least restricted to Giraffes. The image combines a dash of exotism with contrast and a drop of humor. It's a strategy often chosen by firms who deliver services instead of goods. Because there is no need of a link relating a feature of a product almost any species would do. The method of choice, however, is to take a species of a tropical habitat and place it in a cold environment (or the reverse). We have examples in several sections: Camels, Penguins, Cats and more.

  Two Giraffes are  garding a railroad crossing (12). Finally a advertisement where no other species could do better. There is an added twist. The guardians relate to the company's motto that travel by train induces a feeling of adventure.

  Giraffes get dropped  6 feet to the ground at birth. They can't avoid rude awakenings. But you can. By using the special software that warns before it's to late. This is an original approach completely different of all other advertisements in this chapter. It is based on a fact of behaviour (not a long neck). The Giraffe is giving a warning for unpleasant surprises: a task often trusted to Sharks.

Advert 14 has it right that in the environment shown being conspicuous or not is extremely important. It can save your life or your lunch, it all depends where you belong in the food-chain. Notice the pattern on the car. The whole setup complies with the common practice of car adverts: emanate power and a sense of adventure and people will look. Exactly like the giraffes. They are merely onlookers. Any species would do.

  Advert 18 warns against  unauthorized copying. A similar message was brought with a Zebra — Much better in my opinion, although I still don't see why they choose this species. Our example at hand consists of two parts (click on advert 18 for a complete picture). First comes a scanner draped with an original carying a Zebra. Next to the scanner is a printer spitting sheets. But the copies feature a Giraffe! Are they suggesting that a copy is inferior to the original?

Example (20) is part of a series of similar advertisements for ICT professionals. You can find them in several sections. Different species are shown and nothing in the text gives a hint about why that particular animal is called upon.