Leonetto CAPPIELLO (1875-1942) Ça Bloc, 1928 Mixed media. Mounted on canvas. Signed and dated lower right. (Tears at the foot. Small pieces missing). 157.5 x 117.5 cm Bibliography : Rennert, p. 302, no. 489. The turn of the 30s saw a veritable revolution in Cappiello's approach to advertising: he eliminated all decorative elements that polluted the image, favoring a synthetic design while retaining a plain background, in this case a bright yellow. This clearly sets him apart from a younger generation that favors airbrushing, which he will never use! The two posters, Ça Bloc and the iconic Bouillon Kub (Rennert, p. 303, no. 489) inaugurate this period. The mock-up we're presenting here is an unsuccessful project for Ça Bloc: it's not a nail, but a hand that stops the car; the graphics are as strong and powerful as in the chosen project: it's a pure graphic masterpiece that doubles as a historical document.