Every advertisement is the work of an artist. A lost profession never shown in a museum. Do we have a name for this occupation? Was it an artist (or a small team) touring and painting, or was it the local painter who got a worksheet with instructions? I hope to find some time to explore on this subject.

Every painting tells something about past times. It shows us how society has changed. Back then the message was there for the ages; the cost of the artwork could be spread over several years. Today, every modern advice is shortly overruled by a better one; many times even before their sloppy habit of getting loose becomes apparent.

Back then the message was short and unambiguous. There was no need for pun, difficult word associations or complex image editing. The latter was easier than now­adays, because when painting you don't have to start with existing pictures. But, it was not done. This no-frills approach brought us easy to remember facts of life: beer = Mons, maintenance products = Ça-va-seul, soap = Sunlight, cognac = Martell, ask Forvil for your hair. This way of doing is in fact also better adapted to present day fast driving.

Every display was unique and adapted to the local situation. Dubonnet (Vin tonique au quinquina) adjusts the size of the good news to fill the available space on the wall. Martell plays with the brand-logo and Suze changes type face or size to make it fit.

Some walls show almost amazement for the wonders of modern technology. The nylon transparent brief of Rasurel, the Rhovyl atlete and the healthy stomach of Carvalhelhos are fine examples of a naivety now gone or in its modern equivalent not recognised, yet.