DESIGNER UNKNOWN PEUGEOT. Circa 1935. 46 1/2x62 3/8 inches. DAM Publicite, Paris. Condition B+: repaired tears in margins, image and along vertical and horizontal folds; restored losses along folds. In 1934 Citroen introduced the traction avant (front-wheel drive), which was a revolution in the automotive industry. The immediate success of the innovation spurred competitors to react, and Peugeot launched this "independent front-wheels" model. Peugeot's organized their advertising through DAM for many years, and the agency employed both established designers (like Marton, see previous lot) or, as in this instance, used the anonymous talents of their studio artists. Such posters were always signed "DAM." This image of a happy motorist behind the wheel is an efficient design, in which the front-wheel system is highlighted in red, and a bird flies effortlessly along with the car, suggesting the smoothness of the ride. The DAM Agency pioneered the use of photography in French advertising.
