The first TV commercial in the campaign features celebrities who have changed their names, before becoming internationally recognised for their talent, including Bruce Willis, Elle Macpherson, Ringo Starr, Alice Cooper and Dame Edna Everage.
The multi-million pound campaign, created by Abbott Mead Vickers BBDO, will launch on 26 December across national broadcast, print, outdoor and online media, and will run for six months.
The advert cuts between earlier footage in which celebrities 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.
The company already trades as Aviva in more than 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.
Amanda Mackenzie, chief marketing officer at Aviva says: ‘We are very proud that Norwich Union started over 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 celebrities and their original names.
- Bruce Willis - Walter Bruce Willis
- Elle Macpherson - Eleanor Gow
- Ringo Starr - Richard Starkey
- Alice Cooper - Vincent Damon Furnier
- Dame Edna Everage - John Barry Humphries