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2 September 2012

Autoglass focuses on expertise and heritage in latest TV ad

Brand highlights its 40 years of service in new commercial

Autoglass, the UK's largest vehicle glass repair and replacement specialist, has today launched its latest TV advertisement with an emphasis on delivering 40 years of world-class service to its customers.

The ad, which launches as the company celebrates its 40th birthday, features Max Sankey, an Autoglass technician at the company's Gateshead branch, in the starring role.

In the commercial, Newcastle-based Max plays the role of a technician coming to the aid of a racing engineer whose windscreen has chipped. 

The underlying message of the ad stresses that every chip will eventually crack and that customers should expect the best quality service. As he narrates the commercial, Max explains that Autoglass' 40 years of expertise means that its repairs last.

Max, 55, has worked as a technician with Autoglass for 14 years, and got involved in the latest advert after having featured in a customer service film seven years ago. 

Over the years, Autoglass has shown commitment to featuring as many technicians from across the country as possible in its ads. In line with this, the brand has released new research into consumer attitudes towards regional dialects in advertising.  

The study revealed that eight out of ten consumers believe brands should use a mix of accents, with 26 per cent of consumers stating North East accents like Max's as the most trustworthy.

The study also found that 63 per cent believe that use of accents in broadcast advertising has an impact on how engaged they are with a brand.

Andre May, sales and marketing director at Autoglass said: "As we approach our 40th birthday, we wanted to use our latest ad to both highlight our expertise, but also to pay tribute to the excellent service our staff provide to customers every day up and down the country.

With many motorists often considering putting off repairs to save money, we wanted to reiterate our repair versus replace philosophy, which we communicate to our customers: every chip will crack, and that this in turn can lead to needing a full windscreen replacement “ so it's always best to give Autoglass a call to get it fixed as soon as possible.

For Autoglass, our brand is the key to our business success. We believe we are the only business in the UK to feature our own staff in all brand communications, and this is just another example of how we like to empower our people to represent the brand. Max is a technician at our Gateshead branch and was keen to get involved in the adverts after having featured in a company film previously “ he's a natural on the screen.

Autoglass worked with Tellyville to create the advert, which hits the nation's TV screens this Monday.




Note to editors:

For further details about this press release, please contact Laura Spence on 0207 802 2626 or by email


About Autoglass

Autoglass is the UK's leading vehicle glass repair and replacement service.  For details of your nearest centre call 0800 36 36 36 or visit



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