Fish stand out because they are not used to add a green touch. Copywriters never find any strong point of fish in their subject. And they almost never suggest a link between the animal and a feature of the product. Many fish are in fact completely superfluous in their own act.
We have several similar advertisements for other products in our archives.
In 2005 a bus company brings an advertisement (12) which is quite similar at first glance. The new lines of the urban network will move everybody to everywhere everyday which means that the standard conventions apply: the fish bowl stands for the restricted freedom of movement soon to be remedied.
It is perhaps time to take a quick look at advert 15. The job advert states that this communication agency is looking for out-of-the-bowl thinking people who help our customers to have a sharp image. If you have to transmit out-of-the-box would you end up with the result of No.15 ? And if playing with sound had you brought to the bowl idea, in what way is the goldfish of (15) thinking out of the box ? Is it pure coincidence that both adverts (13 and 15) feature the same image and both are failing to make a connection with the text ?
Bright colour is good, but realistic and reliable colour is better. There is only one professional way to plant that in our mind : a white sheet with a colour reference bar. We will see the same approach repeated several times (f.e. in No. 13 on this page. See also Colourful fish No. 5).