Everest has announced the launch of its major new brand platform ‘Your Home Deserves The Best’.

The campaign sees the return of the iconic Everest feather at the heart of the campaign, one of the most recognisable symbols in British advertising, which Everest says has been ‘reimagined’ for a new generation of homeowners.

For generations of homeowners, the Everest feather became synonymous with quality, trust and craftsmanship. Originally introduced in 1978 and made famous through the brand’s celebrated television advertising, the feather helped establish Everest as one of the UK’s most recognised home improvement brands.

Nearly five decades since it first featured on screens, Everest is bringing the feather back.

Titled ‘Flight of the Feather’, the feather travels through aspirational home environments. According to Everest, it ‘symbolises comfort, quality and the investment homeowners make in creating a home that reflects their values and ambitions’. The brand campaign moves beyond traditional product advertising to tell a more emotional story centred around sanctuary, comfort, pride and elevated living – and is designed to break category norms that typically rely on rational messaging around price, discounts and urgency.

Central to the campaign strategy is the deliberate placement of Everest’s new advertisement in premium environments with its media strategy mirroring Everest’s product proposition: quality appearing alongside quality, building premium perceptions through premium environments.

The campaign will run across subscription video on demand (SVOD) and addressable television, including Netflix, Disney+, Amazon Prime and Sky. It will also feature across a mix of linear and digital audio, on heritage stations like Classic FM and premium digital audio brands like Spotify.

“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,” said Anthony Threlfall, head of marketing, Everest.

“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. ‘Your Home Deserves The Best’ provides a long-term platform that celebrates quality, pride in home ownership and the belief that people should never have to compromise when it comes to improving the place that matters most.”

Click here to view more details on Everest’s latest advertisement