{"product_id":"cappiello-torrilhon-tyres-1906-advertising","title":"Cappiello Torrilhon Tyres 1906 | Vintage Advertising Poster","description":"\u003cp\u003eA crimson devil head, framed within a silver-grey pneumatic tyre ring, stares out from a flat black ground. The figure is all contained menace: small horns, pointed ears, green cat-like eyes, bared teeth, and two thin feelers rising above the rim of the tyre. Below, 'PNEUMATIQUES TORRILHON' in bold yellow slab-serif type anchors the composition, with 'CLERMONT-FERRAND' in red capitals beneath.\u003c\/p\u003e\n\u003cp\u003eDesigned by Leonetto Cappiello in 1906 and lithographed by R. Vercasson \u0026amp; Cie. of Paris, this poster was commissioned by the Torrilhon rubber company, based in Clermont-Ferrand, a city that was already the centre of France's emerging rubber industry. Torrilhon, founded in 1850 and active until 1937, had moved from waterproof footwear into tyre production as the automobile market expanded. Cappiello gave their tyres a mascot as unlikely as it is memorable.\u003c\/p\u003e\n\u003cp\u003eCappiello (1875-1942) was then in the most productive phase of his Vercasson contract, producing several hundred posters between 1900 and 1914 that established him as the leading commercial lithographer in Paris. His method was consistent and deliberate: one bold figure on a black ground, with no decorative scaffolding. The Torrilhon devil sits squarely in that formula, the tyre ring serving simultaneously as product, frame, and trap. Reproduced here using the Giclée process on 200gsm Enhanced Matte Fine Art Paper, retaining the depth of the black ground and the saturation of the red and yellow palette.\u003c\/p\u003e\n\u003cp\u003eA natural fit for those drawn to early French commercial lithography, the graphic history of the French automobile and rubber industries, or the transition from Art Nouveau decoration to the functional boldness that would define twentieth-century advertising.\u003c\/p\u003e","brand":"Vintage Poster Archives","offers":[{"title":"A4","offer_id":63909610455417,"sku":"VPA-10272-A4","price":19.99,"currency_code":"GBP","in_stock":true},{"title":"A3","offer_id":63909610488185,"sku":"VPA-10272-A3","price":29.99,"currency_code":"GBP","in_stock":true},{"title":"A2","offer_id":63909610520953,"sku":"VPA-10272-A2","price":34.99,"currency_code":"GBP","in_stock":true},{"title":"50x70cm","offer_id":63909610553721,"sku":"VPA-10272-50x70cm","price":39.99,"currency_code":"GBP","in_stock":true},{"title":"A1","offer_id":63909610586489,"sku":"VPA-10272-A1","price":44.99,"currency_code":"GBP","in_stock":true},{"title":"70x100cm","offer_id":63909610619257,"sku":"VPA-10272-70x100cm","price":59.99,"currency_code":"GBP","in_stock":true},{"title":"A0","offer_id":63909610652025,"sku":"VPA-10272-A0","price":69.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0994\/1139\/4937\/files\/Advertising-PneumatiquesTorrilhon-RedDevilTyre-c1905.jpg?v=1783449243","url":"https:\/\/vintageposterarchives.com\/products\/cappiello-torrilhon-tyres-1906-advertising","provider":"Vintage Poster Archives","version":"1.0","type":"link"}