MICHELIN BIBENDOM (England), Art Deco ashtray in BAKELITE, circa 1935

SOLD

In perfect condition, no bakelite burn, no cracks.

Bibendum (Bonhomme Michelin) is the mascot of Michelin, the French tire manufacturer. Created in 1898 by designer O'Galop, it has become the brand's emblem.

In 1893, the slogan of the manufacture was: "The Michelin tire drinks the obstacle! ", Preceded by the Latin maxim Nunc est bibendum (" Now you have to drink ").
First poster representing Bibendum by O'Galop 1898.
In 1894, the Michelin stand was installed at the Universal, International and Colonial Exhibition in Lyon. A pile of tires signals the entrance. At his sight, édouard Michelin said to his brother André: “Look, with arms, that would make a man! "
Some time after, the designer O'Galop came to show André Michelin his advertising poster projects. It is an image refused by a brewery that catches the attention of the manufacturer. It shows a handsome man, supposed to be Gambrinus, brandishing a mug of beer and exclaiming, according to an expression of the ancient poet Horace: "Nunc est bibendum! ("Now is the time to drink!"). This drinker reminds him of the observation made by his brother édouard.
A sketch was created in April 1898: the large figure is made up of tires, the mug is replaced by a cup filled with broken glass and nails, the Latin phrase has been preserved, we see the other guests who "deflate" , and the house slogan is repeated: “The Michelin tire drinks the obstacle”.
In June of the same year, an imposing “Michelin Man” made a remarkable debut at the Paris Motor Show. In July, during the Paris-Amsterdam-Paris race, a young mechanic of 18 years soon illustrious runner - Léon Théry - sees approaching André Michelin and he exclaims immediately: "here is Bibendum, long live Bibendum". The arrest may be flippant, but the manufacturer knows that his name is there.