Life — December 18, 1919 — page 5: what you’re looking at

What you’re looking at

# Analysis This is primarily a **Michelin Tire advertisement**, not political satire. The page features the Michelin Man (Bibendum), the company's mascot—a rotund figure made of stacked tire tubes—standing on a chimney in a Santa Claus-like pose. The ad's headline "Leave it to Santa—He knows" positions Michelin tires as ideal Christmas gifts. The accompanying text argues that among "discriminating motorists," gifting Michelin products shows appreciation for quality and reliability at moderate prices. The imagery humorously depicts the Michelin Man as Santa, complete with a bag of tires, while another character rides in a crescent moon above—referencing classic Christmas iconography. This was a common early 20th-century advertising approach: associating branded products with holiday generosity and thoughtfulness.