 Leete's Kitchener poster caught the attention of a then eleven-year-old George Orwell, who may have used as it the basis for his description of the "Big Brother" posters in his novel "1984".It remains recognised and parodied in popular culture.In 1997 the British Army created a recruiting advertisement re-using Leete's image substituting Kitchener's face with that of a British Army non-commissioned officer of African descent.