This original lithograph evokes the innocent days of the late 1950s when owning the newest modern appliance was a source of happiness and pride. Raymond Savignac (known universally as just “Savignac”) could have just drawn a picture of an open refrigerator packed with food, but instead he uses his trademark sense of humor to sell this Frigeco brand refrigerator.
The pleased new owner (shown in almost stick-figure simplicity) wears a broad smile and points proudly to all the food packed efficiently into his generously sized refrigerator. But the poster tells us even more about this refrigerator, with a very exaggerated, even silly claim that pokes fun at the product and its proud owner: this refrigerator is so good at keeping everything chilled that you could become frozen solid yourself if you stand too close when the door is open.
The icy white block lettering of the product name by itself at the top of the poster and the icy white accents in the picture, all drawn against a vividly blue background, also reflect Savignac’s preference for simplicity. The design is simple, the graphics are simple and the message is simple yet funny as portrayed in the extreme.
Savignac (1907 - 2002) was born in Paris and lived in France his entire life. Regarded as one of the great poster artists of the modern era, he was artistically self-taught. After starting his career working under the artist Cassandre, Savignac went on to develop a unique style all his own. His flat figures and lighthearted, sometimes silly images were both charming and fresh, a perfect combination as advertising evolved to appeal to the masses. Critical of ads that lacked humor, he often made gentle fun of the products he was being paid to promote.
This is a poster you will love owning.