ROYAL OAK, Mich., May 2, 2007 – “My lines, my lines, I can’t remember my lines!”  Many people living in the Detroit area in the early 1980s can remember those lines, “spoken” by a giraffe at the Detroit Zoo in the popular “Zoo Stars” television commercial.  The Detroit Zoological Society today announced plans to re-air the award-winning spot as well as invite the community to help make a new version of the commercial.

“Many people have such fond memories of the Zoo and that commercial.  Hardly a day goes by that someone doesn’t ask about bringing it back,” said Detroit Zoological Society Executive Director Ron Kagan.  “Everyone has their favorite line.”

The Society is teaming up with Doner, the Zoo’s longtime advertising agency-of-record, broadcast partner WJBK-TV Fox 2, and sponsor National City, in the hopes of recapturing the excitement and nostalgia of the original “Zoo Stars” campaign by remaking the popular commercial.  Many of the services for the remake project are being provided pro bono.

Beginning today, the public will have its first opportunity in about 25 years to see the original “Zoo Stars” spot exclusively on Fox 2.  The station will also give viewers the opportunity to help shape the updated version by writing lines for the new spot between now and May 15 by logging on to www.MyFOXDetroit.com.  

All lines submitted by the public for the new spot will be reviewed by a creative team from Doner and the Detroit Zoological Society.  Two individuals whose lines are selected will appear on Fox 2 News Morning May 30.  Winners will also receive Breakfast with the Giraffes at the Detroit Zoo and a Family Four-Pack of Zoo tickets.

The original “Zoo Stars” spot, created in 1982 by Doner, features Detroit Zoo animals “talking” as if they were Broadway stars preparing for the day’s opening of the Zoo.  The spot won every national advertising award at the time, including the coveted CLIO, and an adapted version of the spot was used by more than 25 other zoos around the country.

Around the time the original spot was created, the Detroit Zoo had seen a drop in attendance and was anticipating a further decrease of about 20% due to the economy.  Not only did that drop not occur, but the Zoo saw an 18% boost in attendance within the first few months after the “Zoo Stars” spot hit the air. 

“’Zoo Stars’ is a contemporary commercial that continues to work today to remind people how great the Detroit Zoo experience can be,” said Doner CEO and Chairman of the Board Alan Kalter, who is also a Detroit Zoological Society Board Member.  “For consumers who remember the spot from the early ‘80s, the re-airing of ‘Zoo Stars’ rekindles fond memories of their experiences at the Zoo and hopefully will move them to visit the Zoo again.”

The new “Zoo Stars” campaign, sponsored by National City, will debut on Fox 2 July 11 with a 30-second commercial spot airing through July 31.   For complete details on the “Zoo Stars” remake, visit www.MyFOXDetroit.com.

The Detroit Zoological Society is a non-profit organization that operates the Detroit Zoo and Belle Isle Nature Zoo.  Situated on 125 acres of naturalistic exhibits, the Detroit Zoo is located at the intersection of Ten Mile Road and Woodward Avenue, just off I-696, in Royal Oak.  The Detroit Zoo is open daily 10 a.m. to 5 p.m. April through October – with extended hours until 8 p.m. Wednesdays during July and August – and 10 a.m. to 4 p.m. November through March.  Admission is $11.00 for adults 13 to 61, $9.00 for senior citizens 62 and older, and $7.00 for children ages 2 to 12; children under 2 are free.  For more information, call (248) 541-5717 or visit www.detroitzoo.org.  The Belle Isle Nature Zoo is open daily 10 a.m. to 5 p.m. April through October and 10 a.m. to 4 p.m. November through March, and provides educational programming with interpretive staff support from the Huron-Clinton Metroparks.  For more information, call (313) 852-4056.

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