Aviva launches new investments and insurance TV campaign

Aviva has started a TV programme sponsorship campaign to raise awareness about investment and insurance products.

The firm will today launch 12 short films, known as idents, which will air around new three-part ITV drama premiere Without You, starring Anna Friel.

The 10-second idents, which will air before and after the programme and during ad breaks, will focus on “everyday dramas in real life” and contain messages about the benefits of investments, retirement planning, health and life insurance and car and home insurance.

Earlier this month, media regulator Ofcom revealed Aviva breached its broadcasting code by placing “advertising messages” in idents about income protection shown during episodes of Downton Abbey in September. Aviva says the new films will not breach Ofcom rules.

Aviva UK head of brand Sue Helmont says: “In the past, advisers have said they have used our ads as a conversation starter with their clients and we hope they can do the same again.”

Axxis Financial Planning director Owen Wintersgill says: “I welcome product awareness campaigns that people can relate to but it is hard to communicate a strong message in such a short space of time.”