Our next Zebra advertisements (Nos. 4, 5) are also about copying. The black &
white and colour range of copiers are represented by the black & white and coloured
half of a Zebra. The Zebra of No. 5 was given colours because he is selling a
colour printer and gallopping because the printer is extremely fast.
We have an advertisement for carbonless multicopy colour forms where Zebra fish are doing the work. There must be some connection between Zebras and copy and colour but I fail to see it.
the paper that's earned its stripes. Considering the name of the paper —Black label— a black panter (meaning professionalism, quality) was perhaps a better choice.
Our next example is a bit peculiar because I was surprised to find a Zebra with the
Stripes don't suit everyone. I would rather expect an edited
picture of another species with ill fitting stripes (e.g. the elephant of No. 14).
Apart from that, I consider it the best episode of a series of adverts about this
banking company. Other captions were
Full-bodied enthusiasm and
nose for opportunity each with a Zebra.
Some copywriters prefer to use a Tiger when they need stripes (see Bigger cats).
Different viewpoints make for a broader view …and later we read
Strategic partnerships are broadening the horizon …. I would not pay for the opening lines of the accompanying text.
A real partnership means : to discover together nice perspectives and to have an open mind for new opportunities. This is a truth not valid in the animal kingdom only. …. Very weak. It sounds like a last minute tweak. The bureau was probably desperately looking for a picture suggesting at least an atom of partnership and the poor copywriter had no choice but to comply. It is obvious that the Zebra is not important in this case. It is the pose that counts. Any species would do. Take a look at No. 18 for a similar approach.
Zebras are living in herds. Often the herds are mixed thus giving plenty of openings
towards partnership and friendship and the like but I have still to find the first advert
taking this approach. There are times in the life of a herd when not all noses are
pointing in the same direction. Advert 10 captures such a moment to stress the
feeling of anxiety towards the future. But this company can help. We have a French
and a Dutch version and both texts are not entirely equivalent. In French there is
Only one solution. The text in Dutch says
There is only one way
out : ahead.
The Zebras of Nos. 11 and 12 stand for South-Africa. A country is often represented by a typical species living within its borders. Zebras are used for trade fairs in Cape Town and holidays in Kenia, Tanzania as well. Examples with other species online : elephant ≡ South Africa (see Elephant); tiger ≡ Asia (see Bigger cats).
No product has a closer relationship to the trio escape, discovery,
adventure than a 4×4 vehicle. Small wonder that we have an advertisement
where a nice car is dropped between a bunch of Zebras (17). Curiously
enough the text is all about how well the car will perform in city traffic ! The
text only mentions elephants, no Zebra, and sounds like the writer is making fun
at our expense :
… Designed for the jungle, he isn't afraid of the yearly 5 cm of
snow … and
… A fuel economy you will certainly appreciate counting
the hours you will spend queueing …
A pension plan will bring you a better life in the future. The plan is announced with a picture of Zebras drinking on a well. We recognize the feeling of No. 12 (friends, good atmosphere) but also the notion of safari and the luxury of a holiday.
Advert 15 about the ADSL internet connection is part of a series where several wild animal species are shown. The Zebra could have been chosen for the notion of freedom or because they were running out of species. (Read about the Cat version).
The next example (16) is also part of a group of similar advertisements for ICT professionals. Several species are shown and in most cases I can only guess why a specific animal was taken.
Zebras (Equus quagga) have a strong community spirit. They live in herds with an eye-catching coherence because of their remarkable standardizing. This is uniformity …. The reader must be ready now for the connecting thought :
The animal kingdom is not the only place where coherence means power. The same holds true in our economy.Rings a bell ? You'll find examples of the same procedure in several sections (e.g. Horses, Penguin). The species is not important as long as it is not solitary living.