BUOYANT CHAIRS

In Vol. 11 No. 82 of Commercial Art 1929 Horace Taylor wrote, ‘Although responsible for one of the most famous figures in modern advertising, Mr. Charles Paine is not nearly so well known as he ought to be.   The figure referred to is Kenneth, who was asked to “get out of that chair and let his father sit down”.   Coupled with some of the best advertisement copy that has been written and presented with unusually thoughtful typography, Kenneth has become a landmark.   The Buoyant campaign has introduced a new period in press advertising.   But Mr. Paine has done so much excellent work in many fields that it is perhaps as well that his name is not definitely associated with an early design which represents only one aspect of his talents.’

Bouyant Chair Ads CP - Copy

Kenneth was Paine’s brother-in-law during his first marriage.   He assumed his ultra-relaxed posture on a lazy Sunday afternoon.   I think it was Kenneth who drew a mustache on a portrait that Paine was working on while he was out.   The incident was said to be the last straw that decided Paine to leave his wife.   But the story may be apocryphal.

Paine sold the drawing to Buoyant for £5.   The image was widely known, being on the side of Buoyant vans as well as in the newspapers.

Bouyant Chair - Punch Jan 1 1949

Buoyant chairs ad. 2

 

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