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Aviva takes controversial approach to life insurance advertising


Aviva has launched an emotional TV advert that features comedian Paul Whitehouse as a man who continues to look after his family after he has died.


The television advert opens with the chaos of a family packing for holiday. As it continues, dad, Paul Whitehouse, reflects on what he has been able to provide for them, including the family holiday, swimming lessons and help towards university fees.


Throughout the advert the audience feels the security of normal family life. But in an emotional twist at the end, viewers discover that Whitehouse is in fact dead and is speaking from beyond the grave.


The campaign is to promote awareness among families of the benefits of taking out life insurance and dates back to consumer research carried out at the start of last year looking at the barriers to buying life assurance. One of the key findings to come out of the research was that consumers said they had to be emotionally disturbed into taking action and buying cover.


Richard Verdin of Aviva says: “We may be criticised for this advert as we accept that we have gone further than other companies have gone traditionally. But we believe in what we have done because it is based on extensive consumer research. Consumers have assured us that this is the advert that they would take action on.”

Life insurance news: 24 January 2011