Financial services provider Aviva has launched a through-provoking advertising campaign that aims to speak to people on a difficult point - namely, what happens to your loved ones if you die.
The advert, the latest to star comedian Paul Whitehouse, uses an innovative approach for the insurance industry, to target the 39% of UK adults (Mintel) who have no form of financial protection. People do not want to confront their own mortality and much of the life insurance advertising in the market seems to have become wallpaper. T
he challenge was to get responsible parents to pay attention and do the most responsible thing a parent can do - stop avoiding a scary subject and put their energy into ensuring their loved ones will be looked after if the worst happens. To ensure the audience’s attention was captured and to make people realise that protecting their most important asset - their family - is essential, Aviva’s approach had to be radically different.
The TV commercial opens on the familiar chaos of a family packing for holiday. As this goes on, we see dad Liam reflect on what he’s been able to provide for them, including the family holiday they are about to take, his son’s swimming lessons and even help towards university fees for his teenage daughter. Throughout the commercial the audience feels the security of normal family life. But in an emotional twist at the end, we find out that Liam is in fact dead and therefore speaking to them from beyond the grave. But, Liam has peace of mind because with life insurance from Aviva he has been able to secure his family’s future and guarantee his family’s life carries on as normal.
This post-death setting is a change from many campaigns which have historically used ‘what if?’ scenarios. The Aviva approach is designed to demonstrate that while events can be unavoidable, life insurance can make a difference for the families left behind.
Media planning and buying is through ZenithOptimedia.