This is Savignac’s most celebrated poster; its importance to his career is made clear in the first words of his autobiography: “I was born as the age of 41, weaned on the udder of the Monsavon cow.” The design lets us know in no uncertain terms that this Procter & Gamble soap is made with milk. As an accurate picture of how that’s accomplished, it leaves something to be desired; as a delightful poster, nothing. Savignac was the enfant terrible of French poster art, who, along with Bernard Villemot, had more impact on that country’s graphics of the past forty years than any other artist. As for his style, there are no displays of technical virtuosity that might compete with the wit-only disarmingly simple, almost childish brushwork, basic colors and uncluttered design.
Bibliographie: “Savignac affichiste”, n°314a, p.299
Musée de l’Affiche – Exposition “trois siècles d’affiches françaises”, n°103
“Les réclames des années 50 “,p.54
“Savignac de A à Z “, p.21