THE "funniest man in the world" who designed an iconic recruitment poster during the First World War is the subject of a museum exhibition.

Somerset graphic Alfred Leete came up with the 'Your Country Needs You' advertisement featuring Secretary of State for War Lord Kitchener pointing at the viewer.

Leete (1882-1933), who studied at The School of Science - now Weston College - in his home town of Weston-super-Mare, produced advertising campaigns for companies, including the London Underground and Younger’s Ale.

He was once described as "the funniest man in the world" and his cartoons gently captured the comedy of everyday life and politics. All these aspects of his career are represented in the exhibition.

But his original artwork for the Kitchener poster, loaned to Weston Museum by the Imperial War Museum in London, is the remarkable centrepiece.

The loan has been made possible through the Weston Loan Programme with Art Fund, which enables smaller and local authority museums to borrow works of art and artefacts from national collections.

Other loans have been provided by North Somerset Council and private lenders.

Tom Mayberry, chief executive of the South West Heritage Trust, said: "This is a once in a lifetime opportunity to see Alfred Leete’s most famous work on display in the creator’s home town.

"We are delighted to be working in partnership with the Imperial War Museum and to have received a grant through the Weston Loan Programme with Art Fund."

Malcolm Nicholson, Weston-super-Mare Town Council clerk, said: "For the first time Weston Museum has been able to borrow an item from a national museum.

"This has been made possible as a result of significant investment in the building during the recent Heritage Lottery funded redevelopment."

Philippa Charles, director of the Garfield Weston Foundation, said: "We have been blown away by the ambition and creativity of museums and galleries across the UK and Weston Museum’s idea really stood out.

"We are delighted that the local community in Weston-super-Mare will get to learn more about Alfred Leete’s fascinating life and career."

The exhibition runs until Sunday, January 13, 2019, and entry is free. The museum is open every day from 10am to 5pm.