Livingstone Banden - Cappiello

This vintage poster by Leonetto Cappiello (1875–1942) was created to advertise Livingstone Banden bicycle tires, imported by Juncker & Co. in Rotterdam. The dramatic image shows a swarm of rats descending upon a pile of bicycle wheels, only to be repelled by the indestructible Livingstone tires. The bold black background, combined with the striking red spokes and white lettering on the tires, makes for a highly memorable and effective advertisement.

Although titled here for a Dutch company, Cappiello’s powerful image was also adapted for use by other firms in different markets, a practice not uncommon in the early 20th century when successful poster designs were repurposed internationally. The visual message is clear and universal: these tires are so durable that even the most destructive force — in this case symbolized by a horde of rats — cannot damage them.

Leonetto Cappiello, born in Livorno, Italy, is widely regarded as the father of modern advertising. Rejecting the ornate style of Art Nouveau, he introduced bold, simplified figures against strong, flat backgrounds that instantly grabbed attention. His posters for consumer goods, beverages, and transportation remain some of the most iconic images of early advertising. The Livingstone Banden poster demonstrates his talent for using humor, exaggeration, and shock value to create an unforgettable brand identity.

Today, this poster is considered one of the rarer and more visually captivating examples of Cappiello’s work. To learn more about the artwork of Cappiello, please follow this link: https://postergroup.com/blogs/the-ross-art-group-blog/for-the-love-of-cappiello.

This is an Original Vintage Poster, it is not a reproduction. This poster is conservation mounted, linen backed and in excellent condition. We guarantee the authenticity of all our posters.