It had a good picture story of a top-hatted schoolboy (Eton?) outside a sweetshop and a caption So Near Yet So Far. It was for a well-known company, Fry’s, and referenced its famous Five Boys product in the shop window.
The fact that it was faded and, thought the auctioneers, might have been refired, kept the estimate down to £300-500. Bidders had a keener taste for the sign and it sold at £4000.