“Are You Being Served?” stands as a cornerstone of British television comedy, captivating audiences from 1972 to 1985. This groundbreaking series not only paved the way for numerous subsequent Britcoms but also uniquely distinguished itself as the first to feature a prominent gay character. Its enduring appeal lies in its masterful use of naughty and incessant double entendres, delivered within the quirky confines of a struggling department store.
Set in the fictional Grace Brothers department store, a rather dismal establishment, the sitcom’s central comedic engine is the daily interactions between the sales personnel of the ladies’ and gentlemen’s departments. Forced to share a single floor, their professional and personal lives hilariously collide. Adding to the comedic mix are a variety of other store employees and a constant stream of hapless customers, all navigating the eccentricities of Grace Brothers. This simple yet effective premise fueled an impressive 69 episodes over its 13-year run, weathering numerous cast changes and maintaining its comedic edge.
Initially, the series seemed poised to revolve around the character of Mr. Lucas, portrayed by Trevor Bannister. As the junior sales assistant in the men’s department, Lucas embodied the image of a swinging bachelor, perpetually short on cash and eager to escape the store in pursuit of female company. However, as the series progressed, two other characters began to resonate strongly with viewers, ultimately becoming the show’s comedic heart.
Mrs. Slocombe, brought to life by Mollie Sugden, became an unforgettable figure. A middle-aged woman known for her flamboyant and ever-changing hair colors, she possessed the remarkable ability to switch between Cockney and posh accents at a moment’s notice. Often the target of Lucas’s ribald jokes, Mrs. Slocombe was notorious for her frequent and oblivious references to her “pussy,” remaining completely unaware of the risqué interpretations her comments provoked in those around her.
Mr. Humphries, played by John Inman, became a cultural icon. While embodying several gay stereotypes prevalent at the time, he was fundamentally portrayed as a kind and harmless character. Like Mrs. Slocombe, Mr. Humphries was a master of double entendre, but unlike her, he was acutely aware of the suggestive nature of his remarks, often delivering them with a knowing wink to the audience.
The ensemble cast was further enriched by a host of memorable supporting characters. Frank Thornton played the pompous floorwalker, Captain Peacock, with perfect comedic timing. Wendy Richard shone as the glamorous and often flustered sales girl, Miss Brahms. Arthur Brough portrayed the crusty and traditional senior sales clerk, Mr. Grainger. Nicholas Smith played the dim-witted and easily flustered manager, Mr. Rumbold, and Harold Bennett appeared as the ancient and out-of-touch store owner, Young Mr. Grace.
Adding to the store’s chaotic environment were the crude maintenance men, initially Mr. Mash, played by Larry Martyn, and later Mr. Harman, played by Arthur English, along with a succession of attractive but not particularly bright secretaries.
Following the departure of Trevor Bannister and the passing of Arthur Brough, the series attempted to introduce replacements for these beloved characters. While pop star Mike Berry had a notable stint as Mr. Spooner, “the junior,” the attempts to replace Mr. Grainger as “the senior” with Alfie Bass, James Hayter, Benny Lee, and Milo Sperber proved less successful, with each actor having only brief runs in the role.
Despite these cast changes, the enduring heart of “Are You Being Served?” remained with Mollie Sugden and John Inman. Both were exceptionally talented comedic actors, willing to embrace any comedic challenge thrown their way. This often involved outlandish costumes, with Inman frequently appearing in drag, musical numbers, dance routines, and slapstick comedy performed live, seemingly in front of a studio audience, enhancing the show’s theatrical and energetic feel. Sugden was equally game, often donning ridiculous outfits ranging from rompers to lederhosen, and Inman even famously portrayed his own mother in one memorable episode.
Ultimately, “Are You Being Served?” was a series that thrived on its silliness and inherent sweetness. While the humor was often crude and the situations bordering on the absurd, these elements were easily forgiven due to the undeniable talent and charm of the cast. Like several other classic British sitcoms, “Are You Being Served?” has enjoyed continuous popularity through reruns. It became a significant import for PBS in the United States, alongside other Britcoms, becoming a staple of the network’s programming and introducing British humor to a wider American audience.
The show’s immense popularity led to a 1977 feature film where the Grace Brothers staff embarked on a holiday adventure together. Furthermore, a sequel series titled “Grace & Favour” or “Are You Being Served? Again!” was produced. This sequel reunited Sugden, Inman, Thornton, Richard, and Smith as their characters retired to the countryside to run a hotel, ironically owned by Grace Brothers, in exchange for free lodging, continuing the comedic legacy of the original series.
