I rather love these adverts by Edward Bawden from the Architects Journal to promote Zinc from 1945-46. From the end of WW2 Britain needed to be rebuilt and Zinc Development Association wanted it to be done with Zinc! In the 1940s it was in direct competition with Aluminium and the asphalt roofing roll.
Bawden completed 12 adverts, one would guess each for a monthly copy of the Architects Journal and Architectural Review (where they were advertised). Bawden got the job from his life-long friend and patron Robert Harling, who was working for Everett’s Advertising Agency at the time. Harling was the fairy godmother to Bawden, providing him with work throughout his life and even penned a book on the artist, he wrote novels and worked as a typographer.
I think the typeface used in this adverts are delightful as well.
The full advert has some text under it, rather bleak and a little bulling I think. Each advert had something related but all about rebuilding Britain, post war.
Until the road system of England is one grand impenetrable traffic-jam, peacetime productions will mean more and more cars. And more and more cars will mean more and more garages. And heaven grant these garages will be neither in the shed-and-shanty nor in the Bypass-Tudor-cum Queen Anne manner, but decent, dignified and honestly contemporary. Their building will demand zinc. For zinc lasts long, resists atmospheric corrosion manfully and does its job economically. It has proved itself the best permanent material for roofs, gutters, weathering and down-pipes. And the wise architect will look into the many new ways and means of unit it.
It can only ever be a guess but the swimming pool here is very similar to the Mounts Baths in Northampton, opened in October 1936 pictured below when they opened from Architectural Review.
Mounts Baths, Northampton, 1936