This original 1950 French advertising poster was designed by Saint-Genies for Vins Coup Franc. Its playful concept is built around the expression coup franc, meaning “free kick” in French, linking the wine’s name with the imagery of association football.
The composition depicts an exuberant footballer suspended horizontally as he affectionately embraces an enormous glass of red wine. His studded boots, sporting kit and bandaged head add a humorous sense of action, suggesting that even after a rough match he remains devoted to Coup Franc wine.
Saint-Genies employs a vibrant palette of yellow, red, green and blue, with simplified shapes and bold contrasts giving the image an immediate visual impact. The large sans-serif lettering anchors the composition, while the oversized wine glass turns the advertised product into the central character of the design.
This poster printed in lithograph reflects the cheerful and inventive character of post-war French commercial advertising. Saint-Genies combines caricature, visual exaggeration and wordplay to create a memorable image that would have been easily understood from a distance.
A colourful and amusing example of vintage French wine advertising, this original poster would make an excellent addition to a collection devoted to wine, football, culinary culture or mid-century graphic design.
Original Poster
Wine - Rugby - Alcohol - France - Sport
Printed by ETS de la Vasselais in Paris
Good condition
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