"Chocolat Klaus" (1903) by Leonetto Cappiello stands as a pivotal piece in advertising history, showcasing the Italian-French artist's revolutionary approach to poster design. The striking image features a green horse and its rider against a stark black background, creating an unmistakable visual impact that revolutionised commercial art in the early 20th century. The bold use of contrasting colours and dynamic composition demonstrates Cappiello's signature style of creating memorable, almost theatrical advertising imagery.
Cappiello created this poster for a Swiss chocolate company, departing from the decorative Art Nouveau style prevalent at the time. Instead, he embraced a more modern, simplified approach that would later influence the Art Deco movement. His technique of using unexpected, surreal elements – like the vibrant green horse – to capture viewers' attention became known as "Cappiello style" and transformed the landscape of European advertising.
The artist's genius lies in his understanding of psychological impact in advertising. Rather than merely depicting the product, Cappiello created an imaginative scene that would stick in viewers' minds. The horse and rider appear to burst forth from the darkness, suggesting the energy and vitality associated with consuming Klaus chocolate. This approach marked a significant shift from descriptive to symbolic advertising, establishing Cappiello as the "father of modern advertising." His influence continues to resonate in contemporary marketing and graphic design.
