Around 1940, Niklaus Stoecklin (1896–1982) inaugurated the aesthetic of the object poster. His precise renderings of everyday products in all their tactile immediacy ideally served the needs of a young consumer society and lent new brand-name articles an unmistakable presence. In a reduced composition, his famous Binaca poster shows only a toothpaste tube and toothbrush in a glass. Arranged before a fantastical dark background, they shine out toward the viewer. No advertising slogan is needed here.