Father’s Day is a relatively new holiday in France, first introduced as a commercial incentive by a lighter company in 1949 before becoming a more nationally recognized event in 1952. Lefor-Openo also created a similar design for Mother’s Day. While it does not promote a specific company, this poster encourages material consumption as part of the holiday, with three children holding up a gift-wrapped tie above instructional language about what to buy as a present. Advertisements like this were printed by trade associations to help stimulate the economy.