Home improvement brand Everest is aiming to tap into the power of nostalgia in advertising by resurrecting “the feather” symbol – first used by the late Ted Moult nearly five decades ago – for its new brand platform, “Your Home Deserves The Best”.
Developed in partnership with creative agency The Gate, and supported by media strategy and buying from Medialab, the campaign marks the most significant brand investment by Everest in recent years, signalling a renewed focus on long-term brand building and premium positioning to achieve sustainable growth.
The iconic Everest double glazing TV campaign starring Moult was devised by the long-defunct London-based ad agency Allen, Brady & Marsh, in which the diary farmer turned TV personality demonstrated the window’s draft-proofing by dropping a feather inside while a gale raged outdoors.
The ads helped establish Everest as one of the UK’s most recognised home improvement brands. However, the company stopped trading independently after falling into administration in 2024; the Everest brand is now owned by Anglian Home Improvements, which operates under its parent company ASHI Group
Reimagined through a contemporary creative lens, the feather now serves as a bridge between the company’s heritage and its future.
At a time when much of the home improvement sector continues to compete through promotions and short-term demand generation, Everest has chosen to invest in long-term brand building. Built around craftsmanship, design, and aspiration, the new strategic positioning has been developed to strengthen perceptions of quality and trust among homeowners.
Developed by The Gate, the “Flight of the Feather” aims to tell a more emotional story centred around sanctuary, comfort, pride, and elevated living. The feather travels through aspirational home environments, symbolising comfort, quality and the investment homeowners make in creating a home that reflects their values and ambitions.
To build premium perceptions, Medialab conducted an extensive review of the brand’s core audiences to ensure a targeted, audience-led approach that uses addressable media and contextual targeting.
Alongside this, media placements that match the premium feel of the Everest brand were prioritised. The campaign will run across subscription video on demand (SVOD) and addressable TV, including Netflix, Disney+, Amazon Prime and Sky. It will also feature across a mix of linear and digital audio, on heritage stations including Classic FM and premium digital audio brands like Spotify.
Everest head of marketing Anthony Threlfall said: “Everest has always stood for quality, craftsmanship and attention to detail, but today’s homeowners increasingly expect brands to communicate those values in more meaningful ways.
“For many people, the Everest feather remains one of the most recognisable symbols in home improvement. Bringing it back isn’t about looking backwards. It’s about taking one of our strongest brand assets and giving it a renewed relevance for today’s homeowner.”
The Gate chief creative officer Lucas Peon added: “The opportunity was to reintroduce one of Britain’s most established brands, without losing what made people trust it in the first place. The Everest feather solved that: it’s instantly recognisable, it’s been part of the brand’s identity for decades, and it gave us a device we could build a modern story around instead of starting from scratch.”
Medialab co-founder and CEO Marcus Orme concluded: “Premium brands are built not only through the messages they communicate, but also through the environments those messages appear. Every channel within the Everest media strategy was selected to reinforce quality, trust and aspiration, ensuring the media strategy works as hard as the creative to build brand value.”
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