Advertising is based on one thing: happiness. — Don Draper
In the mid part of the 20th century, artists like Bernard Villemot turned making art and selling happiness into one and the same job. Imagine an advert for Bally that shows nothing of the season’s styles of footwear; instead just the curves of two legs, drawn as colour-blocked graphic lines, with a brush of bright red on each foot to symbolise a dainty shoe. In his Bally adverts and others Villemot was creating the kind of adverts that Mad Men echoes the sentiment of: Villemot’s posters didn’t sell products; they didn’t have to. They sold feelings.
Instantly recognisable for their vibrancy, simplicity of design, and immediate tuggings of nostalgia, Villemot’s adverts are well remembered and collected today. At the gallery, 11 of his gorgeous works from the 1960s through to the ’70s and ’80s.
If you like these, also check out these 8 beautiful Roger Broders vintage travel posters.