O'GALOP (MARIUS ROSSILLON, 1867-1946) LE COUP DE LA SEMELLE MICHELIN. 1913. 47x63 1/8 inches. Chaix, Paris. Condition B: losses, tears, creases and abrasions in margins and image; vertical and horizontal folds. In 1894, at the international exhibition in Lyon, Michelin's staff arranged a display of a large pile of tires. Popular lore has it that when brothers Andre and Edouard Michelin saw the arrangement one of them uttered, "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. In 1898, O'Galop's now-legendary character appeared for the first time, depicted at a banquet table, lifting a glass filled with everything that could puncture a tire. The poster's title "nunc est bibendum" ("now is the time to drink," a line from an ode by Horace), resonated with the viewing public, who have since referred to the company logo as "Bibendum," one of the most famous advertising characters of all time. O'Galop continued designing most of Michelin's advertising, including newspaper and magazine ads and posters, until the First World War. Sometimes pictured riding a bike, or at a banquet imbibing rusty nails and broken glass, or even distributing spare tires from his midriff, Bibendum has made many indelible appearances on posters. Here the advertising legend is exposing a brand new aspect of his persona, the soles of his shoes, which are, of course, studded, for extra traction on the road. This striking image was so popular it was released in two variants, one with a red background and the other with blue. Weill 73, Pneus p. 17, Bibendum p. 71.
