Herbert Leupin, a brilliant young Object Poster specialist in Basel, reinvented himself in the Fifties to pioneer a playful and animated style more in tune with the times. His brightly colored and whimsical style became the dominant look of consumer advertising around the world. He won a staggering 85 Swiss Poster of the Year awards over a 30 year span - one of which was for this poster.
In the post-war era, smoking was everywhere, and a big part of one's identity was what brand one smoked. In transforming a smoker's hand into a relaxed and self-confident Stella Man, Leupin personifies the Mad Men era.