This fascinating archival image is part of a larger collection of outdoor advertising captured photographically in the early 1930s and donated to the History of Advertising Trust (HAT) by Alan Bristow. This particular gable end in Pendleton features a painted sign advertising Puck Matches, which was once a Bryant & May brand. Both Puck and Bryant & May (a.k.a. Brymay) were big users of the painted form and there are many examples surviving in their more ghostly form (e.g. here and here). Another image from the Alan Bristow collection can be found in this news story from HAT about this remarkable donation.