Advertising: Europe's Creative New Breed

Phillippe Hautefeuille, head of the tiny Pans advertising agency that bears his name, had long been delighted to promote the wares of Airborne, a French furniture manufacturer. It came as a shock when he learned that the company could afford only a skimpy $50,000 for its 1969 campaign. "Mon dieu," recalls Hautefeuille, "a major impact was just not possible. But then I got to thinking. Whatever we did had to be audacious."

On the theory that a chair should be sold for its anatomical comfort, Hautefeuille devised a callipygous montage. He commissioned some 2,000 'photographs of bare buttocks, those of his...