This poster advertising Glycodent Toothpaste (“Dentifrice”) that “blanchit les dents” (whitens the teeth) has long been a favorite of collectors.
The focus is a caricature of an impish yet very engaging boy, with an enlarged head and small body, brushing his teeth with a huge toothbrush and standing before a giant glass of water. He’s obviously in a hurry to get this job done and is looking around a bit anxiously; perhaps his mother is standing there watching. Toothpaste is squirting out from the very large tube that the boy is squeezing, and two large tins of tooth powder lay before him. Like all good advertising posters it has a simple and clear message: even busy little boys must pause to brush, so you should too (with Glycodent Dentifrice, of course).
The bright colors in this poster are eye-catching and add to its popularity. This little fellow is caught in a blue spotlight (with his shadow stretching out behind him), and the orange and yellow colors of his hair, shoes and clothes stand in vivid contrast, as does the poster’s orange background with yellow lettering advertising the toothpaste.
This fun poster from Belgium was drawn by artist John Onwy whose other advertising posters often show similar caricatures of busy children.