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Je Ne Fume Que Le Nil

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A white elephant wrapped in a large orange blanket advertise new cigarette papers. The slogan, "It has to be Le Nil Le Nil or nothing" isnt promoting a cigarette, but a brand of cigarette rolling paper. Nil claimed to be as “tough as an elephant’s hide,” which is how the company’s spokespachyderm came to be. The Joseph Bardou company introduced Nil to the public in 1887. Leonetto Cappiello (9. April 1875 in Livorno, Italy – 2. February 1942 in Cannes, France) was an Italian and French poster art designer who lived in Paris. He is now often called 'the father of modern advertising' because of his innovation in poster design.