JWT brings Everest back to TV

Everest, the double glazing company made famous by Ted Moult and his feather, returns to television for the first time in eight years next week with an emotive commercial by J. Walter Thompson.

Everest, the double glazing company made famous by Ted Moult and

his feather, returns to television for the first time in eight years

next week with an emotive commercial by J. Walter Thompson.



The 30-second film, to be backed by a pounds 3.5 million spend, features

three vignettes that emphasise the main reasons why home-owners want

double glazing - security, sound proofing and insulation.



Set to a powerful soundtrack that reaches a climax at the end of the

film, the ad opens with what looks like an intruder attempting to enter

a suburban house through the window. He turns out to live there but, as

his wife throws the keys down to him from an upstairs window, the words

’designed to withstand intruders’ are seen etched on the glass.



The next scene is set in a noisy train yard beside a workman’s

cottage.



Inside the house, two men play a game of chess, oblivious to the noise

outside. ’Designed to withstand noise pollution’ is seen etched on the

cottage window.



In the third vignette, a gale rages outside a farmhouse. Inside, a young

family is seen, sitting warm and cosy, with the words ’designed to

withstand the elements’ superimposed on the window.



The film ends with the famous Everest line: ’Fit the best - fit

Everest’, used for the first time since Ted Moult’s campaign ran more

than ten years ago.



The ad was written by Andrew Singleton and art directed by Jono Wardle.

It was directed by Anthony Easton at Stark Films.



Media was planned and bought by JWT.



Duncan Bland, Everest’s marketing communications manager, said: ’We are

delighted to be back. Everest has always been the best-known name in

double glazing but, over time, the brand’s saliency has depreciated. We

now have the opportunity to rebuild recognition and understanding of the

brand’s core values.’



The Ted Moult campaign was originally devised by Allen Brady and

Marsh.



The tagline then read: ’You only fit double glazing once. Fit the best,

fit Everest.’



JWT won the Everest account in July 1995 after a pitch against DMB&B,

Lowe Howard-Spink and the then SP Lintas.



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