Crosse & Blackwell sauce tomate 1981

Created in 1981 by Bernard Villemot, this original advertising poster for Crosse & Blackwell Tomato Sauce perfectly illustrates the artist’s extraordinary ability to transform an everyday consumer product into an unforgettable visual icon. Through a striking combination of elegance, humor, and graphic simplicity, Villemot elevates a humble tomato sauce into a sophisticated and instantly recognizable image.

The composition is built around one of Villemot’s favorite devices: the stylized female figure. Here, the woman’s hair is ingeniously transformed into a large ripe tomato, creating an immediate visual association with the product while maintaining the elegance and glamour characteristic of the artist’s work. With closed eyes, delicate features, and a subtle smile, the figure appears almost dreamlike, embodying the pleasure and refinement associated with good food.

At the lower left, a simple dish of rice accompanied by a can of Crosse & Blackwell sauce reinforces the advertising message without overwhelming the composition. The product remains present but secondary, allowing the visual metaphor of the tomato-haired woman to become the true focus of the poster. This approach reflects Villemot’s philosophy that successful advertising should rely on memorable imagery rather than excessive text or literal product representation.

Bernard Villemot (1911–1989) ranks among the greatest poster designers of the twentieth century. Renowned for his campaigns for Orangina, Perrier, Bally, Air France, and numerous consumer brands, he developed a highly personal style characterized by flat areas of vibrant color, elegant silhouettes, and visual wit. His posters achieved the rare balance of artistic sophistication and commercial effectiveness, making them both successful advertisements and enduring works of graphic design.

The bold contrast between the deep black background and the brilliant red tomato creates a powerful visual impact visible from a considerable distance. The limited palette and simplified forms reflect the influence of modern graphic design while maintaining the decorative charm that made Villemot’s work so popular. Even decades after its creation, the poster retains a freshness and immediacy that feel remarkably contemporary.

Produced during the final decade of Villemot’s career, this poster demonstrates the maturity of an artist who had spent more than forty years redefining the language of commercial advertising. By reducing the image to a handful of essential elements, he creates a composition that is both playful and timeless.

Today, original Villemot advertising posters are highly sought after by collectors of twentieth-century graphic design, French advertising art, and food-related ephemera. This example is particularly appealing for its clever visual concept and its embodiment of the elegant, humorous style that made Bernard Villemot one of the masters of modern poster design.

Original Poster

Gastronomy - Advertising - France

Printed by Bedos in Paris

Good condition, creases, small tears on the edges, scratches