Army 'Everest west ridge' by Publicis
A team of British soldiers are attempting to become the first Britons to scale Mount Everest via its notoriously difficult west ridge route. Their ascent will be filmed and documented with footage, including a video diary, used in a new advertising campaign by Publicis London aimed at attracting new recruits. Recorded conversations will be turned into radio ads demonstrating the soldiers' physical and mental exertion. The film will be used in a documentary that will be shown on TV once the climb has been completed. The campaign will run across TV, radio, press, outdoor, online and educational communications until the end of May. The western ascent is notoriously the hardest way up Mount Everest. Only 13 people have managed it.