"Sunshine in a glass" - wonderful product positioning for a cognac which comes to life in Cappiello's able hands. Set on a deep black background, the poster radiates warmth from the sun-kissed glass outward.
Although born in Livorno, Italy, Cappiello spent most of his adult life in Paris where he became one of the most successful and prolific posterists of all time (he created more than 1000). He is known as the father of modern advertising for his captivating images that could be understood in a second, and remembered for a lifetime. The key to his work was creating a metaphor for a product that was so memorable that it could be absorbed instantly on a busy boulevard.
He wrote: "Surprise is the foundation of advertising; it is its necessary condition." As a product poster artist he has never been surpassed.