Aviva launches new advertising campaign

UK Insurer Aviva is launching a new advertising campaign to communicate that the UK's largest insurance company, Norwich Union, is changing its name to Aviva. 

The high-profile campaign, created by AMVBBDO, was launched today 26 December across national broadcast, print, outdoor and online media, and will run for six months.

The company already trades as Aviva in over 20 markets across Europe, North America and Asia Pacific and the change of name in the UK marks the final phase of the company's move to a worldwide brand. Norwich Union will change its name in June 2009.

The first TV execution in the new Aviva advertising campaign features A-List celebrities who have changed their names, before becoming internationally recognised for their talent. Stars including Bruce Willis, Elle Macpherson, Ringo Starr, Alice Cooper and Dame Edna Everage ask themselves: "would this have happened if my name had been...?"

Created by Tony Strong and Mike Durban and directed by Vaughan Arnell - who previously directed videos for Robbie Williams - the advert shows celebrities integrated into earlier footage in which they are observing their younger selves. For example, Bruce Willis talks from the passenger seat of a car chase scene from the movie Die Hard, whilst his younger self is driving the car.

Amanda Mackenzie, chief marketing officer at Aviva, says: "We are very proud that Norwich Union started 200 years ago, selling protection against fire and highway robbery; as Aviva we are now the fifth largest insurer in the world. As our business becomes increasingly global, we need one name customers can recognise, wherever they are. One name means a unified company, allowing us to share our knowledge and expertise with customers around the world. The new advertising campaign communicates our name change in a dynamic and vibrant way, signaling that this is the beginning of an even better way of doing things for our customers."