Automobilistes!
Lithography on paper
Félix Lochard was a French Art Nouveau illustrator and member of the Salon des Humoristes. He had his own advertising and printing studio but few posters have been attributed to him.
The Salon de Humoristes was a French artistic event that started in Paris in 1907 and disappeared after 1968. The Salon was a promotional venue for caricaturists and cartoonists started by Félix Juven, director of the newspaper “Le Rire”.
Lochard’s poster shows the moon, personified as a gentleman with a moon as a head in full evening dress (tails) smoking a cigar, riding on the shoulders of Bibendum (the mascot of Michelin tyres). The image suggests that the motoring world of well to do men is being transported by Michelin tyres.
