Penguins on my doorstep

Today's L.A. Times sports section naturally included ads for computers and electronics. Imagine my pleasant surprise at seeing a penguin family in the computer monitors and TV screens of the full-page ad for a large electronics chain. Similar to the poster for the documentary "March of the Penguins," the image shows two adults leaning down toward a chick.

Questions: How did a warm and fuzzy image like that end up in an electronics ad of all places? Is it supposed to evoke "March of the Penguins," which will be released on DVD in late November? Will the image appear in next Sunday's paper? How long will penguins remain in our flighty (no pun intended) culture's consciousness?