LAM 1953 Advertisement — Two Master Trumps: the Super Dural Brake and Its Block

— Page 1 —
2 atouts
maîtres !
pour satisfaire
le client

LE FREIN
QUI STOPPE

LAM
SUPER-DURAL

LAM DÉPOSÉ

LE
PATIN
QUI
ACCROCHE

L.A.M

RENOMMÉE MONDIALE

Groupez vos achats chez les grossistes

[A ruled advertisement in black and white, a tall panel whose lower strip is boxed. The headline “2 atouts maîtres !” is set at the upper right in large, slanted brush-script lettering with a heavy underline stroke, followed by “pour satisfaire le client” in a lighter slanted script. At the upper left two playing cards are drawn in line engraving against a field of horizontal stripes: a jack of diamonds with a figure in period dress, and a nine of diamonds with a pip pattern, its lower tip pierced by a brake caliper. The caliper is drawn as a hand-like shape holding the brake arms, lettered “LAM” and “SUPER-DURAL” along its body. At the right a long brake block is drawn in cross-hatch and halftone, lettered “LAM DÉPOSÉ” with two stars, beside the lines “LE PATIN QUI ACCROCHE”. Heavy sans-serif lines “LE FREIN QUI STOPPE” sit at the center, above a very large “LAM” in slab capitals crossed by a bow and arrow drawn with scroll flourishes. A black band with reversed white capitals reads “RENOMMÉE MONDIALE” above the boxed line in light sans-serif at the foot. No address appears, and no artist signature is visible. No text from the reverse of the leaf shows through.]

[This advertisement shares page 134 of L’Officiel du cycle with advertisements for JOO and Huret, each held here as its own record, and others for Treasury bonds and Dell’Orto carburetors.]