Life, 1919-12-18 · page 5 of 56
Life — December 18, 1919 — page 5: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
to Santa ~~ He knows families and friends, the custom of giving Michelin Tiresand Tubes for Christmas has grownin popularity year by year. Nopres- ent could be more useful; none could better express appreciation of the rides you've had together or of favors you've received. \ . . ’ Among discriminating motorists, their The universal recognition enjoyed by Michelins as the quality tires, gives them an unequalled gift-value which their moderate price makes MICHELIN TIRE CO., Milltown, N. J. doubly attractive to the giver. Michelin Tire Co. of Canada, Ltd., i Coaii 782 St. Catherine St. W., Montreal For a gift costing a few dollars—A Michelin Inner Tube. For a gift par-excellence—A Michelin Universal Casing. Dealers in all parts ofthe world ICHEL comicbooks.com