 Kitchener, a "figure of absolute will and power, an emblem of British masculinity", was a natural subject for Leete's artwork as his name was directly attached to the recruiting efforts and the newly-forming Kitchener's Army.Le Bas of Caxton Advertising (for whom Leete worked) chose Kitchener for the advertisement because Kitchener was "the only soldier with a great war name, won in the field, within the memory of the thousands of men the country wanted.