First draft, poster paint on paper
120 x 160cm
The tyre, an object universally acknowledged as ugly, is one of the most difficult items to sell. Illustrators often take to drawing the car, a more seductive object, rather than a single tyre. Loupot makes the (spare) tyre look more appealing by setting it against a light background. The contrasting colours reinforce the poster’s aestheticising mission. He has reproduced the brand’s own font in his design.