Benoît Gillain is the oldest son of Jijé. He had an advertising agency in Paris. He is the creator of 'Bonux-Boy', a character that was used for advertisements of Bonux washing powder in the 1950s and 1960s. Benoît, as he signed his work, initially drew several one-page and two continuing stories to promoted goodies that came with the powderboxes. These stories were printed in children's magazines like Spirou around 1960. Inspired by the Spirou mini books, Bonux-Boy was eventually featured in a series of at least 18 mini comics in 1960 and 1961. Besides new (and longer) stories with 'Bonux-Boy' (for which Benoît was aided by his father), these booklets also contained work by Jijé, Peyo, Will, Roba, Jidéhem, Bara, Mouminoux, Follet, Herbert, Craenhals, Deliège, Azara and Giraud. In Italy, the character was renamed to 'Tidino' and used for the promotion of Tide washing powder.