'Quelle belle journée' ('What a lovely day') reads the tagline on this French poster for the release of Mad Max: Fury Road.
The line itself was delivered by one of the War Boys in the film, Nux (Nicholas Hoult). It has become a popular internet meme, used ironically when things are not going well.
It is a striking and effective poster design – the saturated colours make for a different vision of a post-apocalyptic landscape. Such landscapes often appear in movies drained of colour.
The colours work well to make the desert look more alien. As if to emphasise the point, the solitary figure of Max appears from a distance to be wearing a spacesuit. Against this alien-looking backdrop, the battered car looks distinctly of this world.