The Jolly Fisherman was created by artist John Hassall in 1908 after he had been commissioned by the Great Northern Railways (GNR) to design a poster to advertise Skegness as a holiday destination. Now regarded as possibly one of the most iconic advertisements and has been behind Skegness growing in popularity for vacations.
The slogan "Skegness is SO bracing" with the Jolly Fisherman skipping along the beach and both slogan and character have been adopted as the towns official mascot. 2008 was the centenary of the advert. This sculpture can be found in a small garden near the promenade entrance.
Over recent times Health and Safety officials have targeted the statue by stating that its dangerous having the arms outstretched and should be lowered to the sides of the body. Also the fisherman's pipe should be removed. People for the Ethical Treatment of Animals (PETA) have also complained saying that it represents animal cruelty and should be replaced by a Plaice (fish).