This original circa 1960 Italian advertising poster was created for Michelin’s Pneumatici Velo, or bicycle tyres. Produced for the Italian market and printed by Bonetti in Milan, it promotes the French manufacturer’s long-standing association with reliability, innovation and road travel.
The composition features Michelin’s celebrated mascot, Bibendum, smiling as he presents a bright red bicycle. The figure is combined with prominent Michelin lettering and a striking blue-and-yellow colour scheme, creating an image that is immediately recognisable and visually engaging.
The simplified illustration, strong colour contrasts and confident typography reflect the clarity of post-war European commercial design. Every element is arranged to communicate the product instantly, making this poster printed in lithograph both an effective advertisement and an attractive example of mid-century graphic art.
Michelin employed Bibendum throughout its international advertising campaigns, adapting the character to different products and markets. Here, the familiar mascot lends warmth and humour to the promotion of the company’s bicycle tyres while reinforcing confidence in the Michelin name.
An appealing piece of vintage Italian advertising, this original poster would make a distinctive addition to a collection devoted to Michelin, cycling, transportation, commercial design or twentieth-century posters.
Original Poster
Automobile - Advertising - Transport
Printed by Bonetti in Milano
Good condition, one scratch
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