Leonetto Cappiello (9. April 1875 in Livorno, Italy - 2. February 1942 in Cannes, France) was an Italian poster art designer who lived in Paris. He is now often called ''the father of modern advertising'' because of his innovation in poster design. This poster, all in cozy warm colors, for economical carbon briquettes that were marketed as an improvement over natural coal for stoves and fireplaces, is a textbook example of a graphically rewarding manner of dealing with a visually drab product. To observe the lady of the house preferring to light the briquette herself rather than allowing the domestic help to handle the chore informs us instantly that the product is safe and a pleasure to work with. Their casual handling of the coal substitute in immaculate clothing attests to its cleanliness and the warm reds create a comfy atmosphere that envelops the scene.