Aviva launches new advertising campaign

Article date: 22 December 2008

Aviva, the international savings, investments and insurance group, 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, will launch on 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."


Further information:

Still photography from the advertising available from Hill and Knowlton - Katie Keenan, senior PR account manager, 0207 413 3000 / 07939 646489, Katie.keenan@hillandknowlton.com

Norwich Union 
Louise Zucchi - head of media relations
Telephone: +44 (0)1603 684506
E-mail: zucchi@norwich-union.co.uk

Sue Winston - head of media relations
Telephone: 020 7662 8221
E-mail: sue.winston@aviva.com

Notes to editors:

About the celebrities

  • Bruce Willis was born Walter Bruce Willis on 19 March 1955, in Idar-Oberstein, West Germany. He is an American actor, and film producer who came to fame in the late 1980s and has since starred in over 60 films, including Die Hard, Pulp Fiction, Sin City, Unbreakable, Armageddon and The Sixth Sense.
  • Elle Macpherson was born Eleanor Gow on 29 March 1964 in New South Wales, Australia. She is a businesswoman, model, and actress, known as "The Body".
  • Ringo Starr was born Richard Starkey on 7 July 1940 in Liverpool. He is a musician, singer, songwriter and actor, best known as the drummer for The Beatles.
  • Alice Cooper was born Vincent Damon Furnier on 4 February 1948. He is an American rock singer, songwriter and musician whose career spans five decades, and who created the theatrical brand of rock music known as shock rock.
  • Dame Edna Everage was born John Barry Humphries on 17 February 1934, in Melbourne, Australia. He is best known for his on-stage and television alter egos Dame Edna Everage and Sir Les Patterson.

About Aviva plc

  • Aviva is the international savings, investments and insurance group formed from the merger of Norwich Union and CGU in 2000.  Following the merger the parent company, CGNU plc, operated under 40 major trading brands across the world until the Aviva brand was introduced in 2002.  
  • Aviva is the leading provider of life and pension products in Europe with substantial positions in other markets around the world, making it the world's fifth largest insurance group based on gross worldwide premiums at 31 December 2007.
  • Aviva's principal business activities are long-term savings, fund management and general insurance, with worldwide total sales of £49.2 billion at 31 December 2007 and funds under management of £359 billion at 30 June 2008.
  • Commercial Union Poland and Hibernian in Ireland will also become Aviva by 2010.
  • After the name change, the cathedral spire logo will be retained.
  • RAC is part of Norwich Union. As a specialist motoring services brand, the RAC name will not change.
  • The Aviva media centre at www.aviva.com/media includes images, company and product information and a news release archive.

For broadcast-standard video, please visit www.thenewsmarket.com/aviva

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