Softly drawn life

The sensitivity of advertisers to feel the signs of the times with brush and penA new appearance for the Italian scooter Vespa traces an attitude to life that elated Italian minds after the Second World War. To support the sustainability of the idea, the Zurich agency Wirz, which conceived the appearance, illustrated the new visuals in pin-up style. It is not the only campaign that currently relies on a visual means of expression that had its great time in advertising of the forties, fifties and still at the beginning of the sixties of the last century. However, the relatively sudden accumulation of illustrated advertising in Switzerland is not a simple remake or a new retro trend. It could already be observed at the beginning of the eighties and in the mid-nineties. In other words, at times when society was suffering from a malaise, just as it does today. page 12