"Max was too pretty for the gas station." Heller Max I dinnerware advertisement

Reprint of a Crate & Barrel advertisement for plastic stacking dishware and packaging designed by Massimo Vignelli for Heller. The adverstisement humorously describes how plastic dinnerware used to be somethign ugly that you received for free at a gas station for buying a lot of gas. But describes how Alan Heller and Massimo Vignelli released the "Max" dinnerware and it is "too pretty for the gas station." Originally manufactured by Arpe in Italy, this set won the Compasso D'Oro award for Good Design in 1964. Heller acquired the original molds from Italy and reissued this set in 1971.