The World Cup poster becomes a defining image for the tournament and its era – getting it right is a fine art. Back in 1998 our team of researchers unearthed a few early drafts that didn't quite make it
The dominant theme of the original poster was joy in the fact that none of the UK teams wanted to enter the tournament. Roly Poly John Bull was portrayed as a petty spoilsport. The poster was changed at the last minute when have-a-go-hero prime minister Ramsay MacDonald threatened to invade Uruguay.