Life — May 17, 1917 — page 2: what you’re looking at

What you’re looking at

# Michelin Tire Advertisement This is a Michelin tire advertisement, not political satire. It promotes Michelin's inner tubes through humorous verse and illustration. The ad's joke: Michelin tubes are "square because [they're] round"—a paradox explained by the tube's superior roundness and flexibility. The copy contrasts Michelin's rounded design with competitors' flat tubes that wrinkle and pinch when deflated. The illustration shows a motorist struggling with an oversized curved tube above his car, while the Michelin Man (the company's mascot, visible on the right) appears amused. The exaggerated size humorously demonstrates the tube's superior design. The verse playfully explains why Michelin's red-colored tube is superior: it maintains its round shape, prevents pinching, and resists damage—key selling points for early automotive tire tubes.