Poster
Le Coup de la Semelle
Michelin · 1912
- Campaign
- Bibendum
Analysis
Bibendum lifts an oversized treaded boot toward the viewer. The poster turns the tire's tread concept into a visible sole.
“LE COUP DE LA SEMELLE MICHELIN”
Visual metaphorExaggeration
Why it worked
The large sole makes contact and grip the focus of the frame. The tire-shaped mascot keeps the metaphor tied to Michelin.
Lesson
Translate an unseen product mechanism into a familiar physical action.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Michelin.