For the anoraks amongst us there are three interesting aspects to this advert:
- Firstly there is the question of what exactly is going on in the picture. Is the cyclist on the left throwing up a copious luncheon of dodgy oysters? Are those his teeth he is spitting out after being punched in the mouth by the guy in the Fedora? Or is he merely sweating droplets that appear to be several centimetres across? And what’s with the goats? Is one pregnant? Has the other been crossed with a rabbit?
- Secondly there is the inconvenient fact that the dude in the Fedora is not riding a Boizot 3 speed bike - but a single speed model fitted with Boizot’s signature oval chainwheel. The object fitted to the chainstay is a chain tensioner to compensate for the variation in chain take-up by the chainwheel. It is not a 3 speed derailleur.
- Finally there is that little phrase at the bottom. ‘Transformation de toutes machines’ - implying that Boizot was seriously in the component business.
(Source gallica.bnf.fr/ Bibliothèque nationale de France)