Where else do they give you £100,000,000 worth of objets d'art free with every egg salad?

The poster utilizes plain-spoken language and a lighthearted, advertisement-style joke to convey the museum's democratic approach to art and design access, contrasting with traditional, formal museum promotional materials.

Created in the late 1980s by Saatchi & Saatchi for the V&A, this poster is part of a broader campaign aligning with the museum's founding principle (since 1852) of making art and design accessible to all.

The campaign reflects the late 1980s effort to reposition the V&A as welcoming to a broader audience, moving away from perceptions of exclusivity often associated with high culture institutions.

This poster campaign contributes to the V&A's enduring image as an inclusive cultural institution, illustrating the museum's long-term commitment to accessibility and challenging traditional notions of high art inaccessibility.