With this image of a vast elephant wearing a red cloak as it boldly strides along the Nile, Leonetto Cappiello, credited with modernizing advertising design in the 20th century, created a hugely successful mascot for the Le Nil brand of cigarette rolling papers. The slogan, which translates as “I only smoke Le Nil” appears, curiously, to be emanating from the animal’s mouth. Characteristically, Cappiello introduces an eye-catching motif set against a dark ground to suggest an association between a mundane commodity and a more glamorous world. Vercasson, the print publisher that produced this work, was also an advertising agency that commissioned well-known artists to design posters. It remains best known for its collaboration with Cappiello.