Special Exhibition L'automobile et la Publicité
“100 years of automobile advertising!”
Interview Laurent Hériou, CEO of FFVE
What theme have you chosen for this year’s exhibition?
We are celebrating two decades of special exhibition at the Paris Motor
Show with a strong theme: advertising, and believe me, it is something you
cannot do without! We are covering over a century of car advertising!
Any surprise for the visitors in the Hall 8?
They will discover an unusual scenography. Ads can be either still or
animated. For example, some of our posters are printed on cubes, while
others are projected on video screens in between old TV commercials.
We have also gathered some extraordinary promotional items, such
as an 8-foot tall Marshal spark plug, a Michelin advertising truck from
England, or a 1952 Hotchkiss Antheor driven on the Tour de France by
the race director of the time.
How many cars are exhibited?
The exhibition assembles fifty three cars, including a 1900 Peugeot
Double Phaeton Type 15, the oldest car on display. They are here to
illustrate some of the most emblematic ad campaigns. Porsche has
brought one of the early 911 models, displayed with its corresponding
advertisement, also one of their first. As for Renault, they have focused
on foreign ad campaigns…
The exhibition also focuses on brands that have disappeared today…
The FFVE (French Federation of historical vehicles) presents a selection
of former famous French car makers : Amilcar, Berliet, de Dion-Bouton,
Hotchkiss, Panhard, Simca, etc.
What about advertising on film?
With our partners the INA (National audiovisual institute) and Sony, we
have put together three movie theaters, each with 100 seats, where
visitors will be able to discover or rediscover TV commercials from
French and foreign car makers and automotive suppliers. A film retracing
the history of the Paris Motor Show more than a half-century will also be