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One sheet lithographic poster, titled
"See Britain First on Shell, Shillingford Bridge, Oxfordshire," was created by British artist William Dacres Adams (1864–1951) around 1935. It was part of an influential advertising campaign by Shell-Mex and B.P. Ltd. during the interwar period.
Campaign and Historical Context
The "See Britain First" Campaign: Launched in the 1930s, this series was designed to encourage motor tourism across the British Isles.
Advertising Innovation: Shell's publicity manager, Jack Beddington, revolutionized corporate advertising by commissioning prominent "fine artists" to create aesthetic landscapes rather than focusing on technical product specifications.
Distribution: These large-format posters (often 30 x 45 inches) were famously displayed as "lorry bills" on the sides and tailboards of Shell delivery trucks, acting as mobile art galleries.
About the Artwork
Subject: The image depicts Shillingford Bridge, which spans the River Thames in Oxfordshire.
Style: Dacres Adams used a lithographic process to create a romanticized, pastoral view of the bridge, emphasizing a serene and traffic-free British countryside to appeal to the growing middle-class motoring public. |
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