Automobilistes!

Felix Lochard was a French art nouveau illustrator and a member of the Salon des Humoristes. He had his own printing house and advertising agency, but few works by his hand are known. The Salon des Humoristes was founded in Paris in 1907 (lasting until 1968) by Felix Juven, director of the newspaper Le Rire, to promote caricaturists (quick sketch artists) and cartoonists (comic artists). Lochard's poster depicts the world, personified as a gentleman in evening dress smoking a cigar, with a globe for a head, riding on the shoulders of Bibendum (the Michelin Man). The image suggests that the automotive world, made up of wealthy men, moves on Michelin tires.