This is a poster for the yoghurt manufacturer Yoplait. Although Raymond Savignac (1907-2002) had worked briefly for Adolphe Cassandre (1901-1968) before the Second World War, he did not become successful on his own until he was 41. This was with the campaign for Montsavon soap, which, like this poster, also featured a cow. Savignac became known as the master of the ‘visual gag’. He justified his approach by his belief that ‘the public is so bored in its daily routine that I think advertising should amuse them’.