Shell Lubricating Oil/It's A Great Success. 1937 11 x 22.5 inches. The Baynard Press London. Condition A-: vertical folds: minor stains along left edge. After London Transport, Shell was Kauffer's second major client. Jack Beddington, the commercial

Shell Lubricating Oil/It's A Great Success. 1937 11 x 22.5 inches. The Baynard Press London. Condition A-: vertical folds: minor stains along left edge. After London Transport, Shell was Kauffer's second major client. Jack Beddington, the commercial director, was inventiveand demanding: he and Kauffer made an excellent team. Kauffer was involved from the beginning with this new product, designing both theyellow, conical oil can and robot that became the product's trademark In the posters that came later, the robot is always there, but in this image, it is the can that is the star. Placed in the middle of the stage, with drawn curtains on either side, the can is literally in the spotlight, with the robot dancing around it. The typography is as usual, quite sophisticated as well as impeccably arranged. ref McKnight-Kauffer by Mark Harworth-Booth and Gordon Fraser, London, 1979 - p.74-75.