123

(O'Galop) Marius Rossillon (d'après)

1867-1946

"À Votre Santé" / Le Pneu Michelin. Circa 1898.

Condition B: replaced and overpainted upper left margin and corner; repaired tears and overpainting in margins, around text and image; slight offsetting in image; minor restoration along horizontal folds.

In 1894, at the International Exhibition in Lyon, Michelin's staff displayed a large pile of tires. Rumor has it that when brothers Andre and Edouard Michelin saw the arrangement, one of them said, "If it had arms it would look like a man." Shortly after this observation O'Galop came to the brothers with an idea for a poster, based on a picture he had found of a portly German holding aloft a stein of beer and giving the following toast "nunc est bibendum" ("now is the time to drink," a line from an ode by Horace). In 1898, with this poster, combining the man-like pile of tires, and the "time to drink" theme, O'Galop gave birth to Bibendum (the Michelin Man), one of the most famous and enduring advertising characters in history. Depicted at a banquet table, Bibendum is standing with a raised glass filled with everything that could puncture a tire. On either side of him are two old deflated tires, the one on the left is supposed to be John Dunlop, and on the right the director of Continental Tires. The proud, inflated and vital looking Bibendum is not worried about the sharp objects in his glass, because, as the text reads "the Michelin tire drinks obstacles." This rare and historic poster was the first of hundreds of images using Bibendum all over the world, and as a tribute to the beloved icon's effectiveness, he is still appearing in ads over 100 years later.

Maitres 1900 p. 69, Bibendum p. 26ff.
62½x47 inches, 158¾x119½ cm. Chaix, Paris.

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