Hand signed 1981 John Gilroy Guinness Toucan Poster, Carthorse 1949, Guinness farmer pulling his horse and cart, wall art retro decor

This is a small hand-signed 1981 framed poster released just four years before John Gilroy's passing. This is "Carthorse" from 1949.
It shows a smiling Guinness farmer strongly pulling his own cart with the horse in it with the tag line, "Guinness for Strength"
It has a quote from John Gilroy on the back from August 1981 regarding the poster.
"Carthorse is number 5 of a series of six historic Guinness posters signed by the artist and commissioned by James Blackmore Ltd."

Artist: signed by John Gilroy 1949
Printed by: James Blackmore Ltd
Dimensions: 12 x 9 in (31 x 23 cm)
Condition: Some light marks under the glass, see photos for detail.

John Gilroy was an English artist and illustrator, best known for his advertising posters for Guinness, the Irish stout. He signed many of his works, simply, "Gilroy". In 1925, he gained employment at S.H. Benson's advertising agency, where he created the iconic advertisement art for Guinness featuring the Zoo Keeper and animals enjoying Guinness. He was awarded and Honorary MA by Newcastle University in 1975, and was made a Freeman of the City of London in 1981.

In the 1920s Guinness had a problem. The venerable Irish brewer had been around since 1759—nearly two centuries—but geopolitical events were threatening to render its sales flat. Irish independence had leveled a new import tax on England-bound barrels. Add this to the near total loss of a prohibition-era U.S. market and things were not looking good for the sultan of stout. Guinness needed a marketing strategy—a relatively new concept at a time when legacy brands saw advertising as desperately uncouth. The in-house tagline “Guinness is good for you” was born in 1929 (the first of many touting the beer’s health benefits) but it wasn’t until Guinness tapped London creative agency S.H. Benson that the brand’s first legendary ad campaign would begin. Illustrator John Gilroy was given the account.

They will be delivered in a cardboard parcel for protection.

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