Bibendum – The First Appearance of the Michelin Man

A Monumental and Extremely Rare Masterpiece from the Michelin Brothers’ Tire Manufacture

Discover one of the most famous and sought-after works in the history of global advertising: the very first appearance of Bibendum, the iconic mascot of the Michelin Brothers’ tire company. This exceptionally rare poster, now considered a landmark in visual culture, marks the official birth of the character who would become one of the most enduring and universally recognised figures in advertising.

The Birth of an Icon (1898)

Created in 1898 by the Michelin brothers and illustrated by the artist O’Galop (Marius Rossillon), Bibendum appears here for the very first time in his original form: a figure composed of stacked, slender tyres, raising a goblet filled with sharp objects — nails, shards of glass, metal fragments — a spectacular metaphor for the extraordinary resistance of Michelin tyres.

The famous Latin motto “Nunc est bibendum” – “Now is the time to drink!” introduces the slogan that would make history:
“Michelin tyres drink up obstacles!”

In a single image, everything is said: Michelin tyres “swallow” the dangers of the road.

This visual audacity was revolutionary at the time, instantly establishing Michelin as a pioneer of modern advertising.

A Visionary Poster by O’Galop

This early work features some of the most recognisable traits of the first Michelin Man:

• his “primitive” silhouette made of thin tyres,

• his monocle and cigar, symbols of modernity and technical superiority,

• the banquet scene, where he toasts “To your health,”

• his triumphant gesture over the dangers of the road.

Bold, exuberant and filled with humour, this composition laid the foundations of an entire graphic mythology, making Bibendum one of the most beloved and enduring characters in advertising history.

An Exceptionally Rare Masterpiece

The earliest Michelin posters illustrated by O’Galop are now almost impossible to find.
Very few examples survived:

• more than a century of outdoor display,

• the destructions of war,

• and heavy commercial use.

Owning this poster means possessing a cornerstone of French industrial and artistic history, sought after by:

• collectors of antique posters,

• museums of design and mobility,

• enthusiasts of automotive culture,

• and lovers of Belle Époque advertising art.

It is a masterpiece in every sense of the word.

A Universal Symbol of French Modernity and Innovation

This poster is far more than an advertisement: it is a foundational fragment of Michelin’s identity.
Bibendum embodies:

• invention,

• industrial excellence,

• confidence in progress,

• and the artistic audacity of the late 19th century.

This first appearance of the Michelin Man stands as one of the pillars of modern advertising — a perfect blend of humour, innovation, and graphic genius.

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