Nature Gets Revenge in ZAP Ad Campaign

Proof that bigger isn't always better

SANTA ROSA, California (December 18, 2003) -- On behalf of Mother Earth, the creative team of David Swope and Neil Levy is launching an ad campaign for electric car pioneer ZAP (OTC BB:ZAPZ). The ads poke fun at SUVs, while introducing the new compact electric ZAP L.U.V.™ (Light Utility Vehicle).

One poster shows a fallen tree crushing two SUVs, while sparing the smaller ZAP car between them. The headline is upbeat, "Hello, Parking Karma." A second in the series shows a line of birds on a wire above a parking lot. The only car left 'untouched' is the ZAPCAR™ near the headline, "Nature Thanks You."

Photographer Curtis Myers took several hundred photos, which he and Art Director Swope then digitally composited to create the final images.

"Everyone loves SUVs, but hopefully this ad will open them to new possibilities, whether they drive an SUV, an LUV, or both," says ZAP Director of Communications Alex Campbell. "These ads tackle a difficult subject with a fun, high-impact approach. ZAP has been seeking out youthful, creative marketing partners that share our vision of Zero Air Pollution. The imagination of Swope and Levy really caught our attention, but the finished product surpassed our expectations. These ads will be an asset in our electric car dealer development and we look forward to more projects from Swope-Levy."

Campbell says the ad campaign is intended to generate consumer interest while attracting independent auto dealers to sign up for ZAP's new car dealer network, the focus for 2004. ZAP is organizing placements for the ads with trade publications, media companies, and on the Internet, as well as postcard and poster campaigns.

"To stand out in the crowd, we needed to make car ads that didn't look like traditional car ads," says Swope. He notes, "We'll probably never get invited to work on the Hummer account."

Copywriter Levy adds, "It's a great product, and it's been an amazing opportunity. We hope our efforts will give the automobile industry as well as the world a wake up call about the viability of electric vehicles."

Myers says, "From a production angle, this was a very challenging campaign because of the limited budget." He spent several days retouching the shots. "We made it work through gumption and hours of digital work. Nothing great comes easy and I think that's why the feedback we've received is so strong."