Alfred Leete’s advertising characters

Alfred Leete's Father William character in London Opinion advertising (1927) for Younger's Scotch Ale

Alfred Leete’s Father William character in London Opinion advertising (1927) for Younger’s Scotch Ale

Alfred Leete was a regular on London Opinion magazine and drew the most famous image of the 20th century – the Lord Kitchener ‘Your Country Needs You’ cover that became the famous poster. No doubt that image will soon be all over the media again as the centenary of Kitchener’s death approaches in June (and I’ve written a book on the Kitchener poster coming out next month from Uniform Press).

Leete was an artist on the George Newnes title from at least 1910. He also did a lot of advertising work and, aside from Kitchener, this led to probably his most famous character – Father William – for William Younger’s Scotch Ale.

Younger’s illustrated adverts in the early 1920s focused on characters who might drink the ale, as several examples from the Shut Up About Barclay Perkins blog show:

William Younger advertising for its Scotch Ale in 1923 from the Nottingham Evening Post

William Younger advertising for its Scotch Ale in 1923

Newspaper cuttings from the Nottingham Evening Post on the same blog suggest Leete’s Father William being used in 1924:

Nottingham Evening Post cutting shows Alfred Leete's Father William character for William Younger Scotch Ale in December 1924

This Nottingham Evening Post cutting shows Leete’s Father William character in December 1924

In 1927, this Lever advert appeared on the back page of All Sports magazine.

Alfred Leete 1927 Lever advert on the back page of All Sports magazine

Alfred Leete 1927 Lever advert on the back page of All Sports magazine

So, Leete was clearly an expert in creating character in print.

Alfred Leete's 1924 Father William character is still used for William Younger's Best beer from Charles Wells today

Alfred Leete’s Father William used today

In the 1930s, Younger’s merged with McEwan’s as Scottish Brewers, which ended up as Scottish & Newcastle in the 1960s. That fell into the hands of  Heineken and the brand is today part of Bedford-based Wells & Young’s.

Incredibly, Leete’s Father William character has retained its appeal since 1924 and graces the pumps for William Younger’s Best to this day.

>> Kitchener, the man and the poster, from Uniform Press in June

 

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