William Tell everywhere

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Young & Rubicam: Levi's, 1973 (All pictures: Swiss National Library collection)

Hans Erni: Part 3 of: Wotsch e rächte Priis?, 1949

Pfefferundsalz agency: To be or not to be, Hot Rubber, around 1992

Heinrich Danioth: Tell theatre in Altdorf, 1952

Anonymous: Shooting Festival in Bümpliz, 1912

Ernst Keiser: The crossbow symbolises the quality of Swiss products, 1946

Fridolin Müller: Federal Shooting Festival in Zurich, 1963

Eugen Spitteler: Swiss Eggs, 1973

Jacomo: Federal Shooting Festival in Bellinzona, 1929

Paul Senn (photo): Against crisis and hardship, for work and bread, Social Democrats, 1931

Anonymous: Vote for List 3, National Front, around 1943

Anonymous: Forwards for the country with the Radicals of canton Vaud, 1935

Otto Baumberger: The "Tell" shoe brand, Frauenfeld, around 1943

Pulsion communication agency: A shot for our children? 2007

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Swiss hero is human billboard.

William Tell and his crossbow are symbols for Swiss quality and identity. They have been exploited by advertisers for years. The exhibition “Tell in Focus – posters from the Swiss National Library” illustrates just how they have been used. It can be seen at the Swiss National Library in Bern until March 30 2008. (All pictures: Swiss National Library Collection)