Life — March 4, 1920 — page 2: what you’re looking at

What you’re looking at

# Michelin Double Cords Advertisement This is primarily a **commercial advertisement**, not political satire. It features Bibendum, Michelin's famous mascot—a rotund, jolly figure made entirely of stacked tire rings with a smiling face. The ad promotes Michelin's "Double Cords" tire technology, emphasizing "Double Layers of Cords between Double Cushions of Rubber" for enhanced durability and tire service. The imagery shows Bibendum as a benevolent giant overlooking early automobiles and an industrial building, suggesting confidence, strength, and innovation. The visual metaphor is straightforward: Bibendum's own pneumatic, cushioned construction represents the superior engineering now available to car owners. This appeared in *Life* magazine, which regularly featured advertisements alongside satire and commentary.