There is no end to the possibilities that the sponsorship of Edinburgh Zoo’s world-famous penguin parade throws up.
Maybe Kit Kat will want to reprise its most popular advert, only this time with real-life pandas on roller skates. Cadbury’s will no doubt be keen to know whether any of the zoo’s primates are a dab hand on the drums.
And if Hovis ever wants to reshoot its classic ad, this time the boy could be pushing his bike all the way up to the top of Corstorphine Hill instead of an old cobbled street.
It’s a smart move by the zoo, which only two years ago was in the midst of a financial crisis. And it’s good to see a local firm such as Penicuik Home Improvements being the ones who will get great exposure from the move.
It does make you wonder, though, why something like this wasn’t done before now. And whether more city institutions ought to be getting in on the act.
The city council, for instance, had tentative plans just over a year ago to sell adverts on the side of its buildings, vehicles, bridges and roundabouts.
That is an idea that is worth pursuing at a time when the city is facing up to cuts of £120 million over four years.
Concerns have been aired that advertising like this would make the Capital look cheap. That’s not necessarily the case.
Careful thought would have to be given to what kind of adverts would be appropriate where. And some places, like the historic City Chambers, would always remain ad-free.
But what’s wrong with commercial adverts on the side of bins lorries like those on buses? Towns and cities across the UK also carry subtle advertising on flower beds and roundabouts.
Here’s an idea. How about approaching Irn-Bru about sponsoring some of the city’s floral displays? After all, they are phenomenal.