View more on these topics

Aviva unveils latest protection and retirement planning TV ad

Aviva sign 480

Aviva has begun airing its latest national TV ad campaign which focuses on the key life stages when consumers can benefit from protection and retirement planning.

The 60 second “Cradle Talk” ad was first broadcast on Boxing Day and will continue to run throughout next year. It again features Paul Whitehouse, who has led several recent Aviva marketing campaigns, including its life insurance ad which aired in January 2011 and its income protection campaign in September 2011.

The Cradle Talk ad follows Whitehouse’s character from the birth of his first child to that of his first grandchild, and begins by highlighting Aviva’s life cover product offering £10,000 of free life cover to new parents up to their child’s first birthday. The ad also sees the wife character diagnose and recover from cancer, and flags up the specialist support available through Aviva’s health insurance products.

It also highlights the need for retirement planning, and touches on the need for motor insurance and home insurance.

The ad campaign will be supported by social media.

Aviva Life marketing director for UK and Ireland Adam Beckett says: “We understand financial planning is not always front of people’s minds, but we want to help raise awareness of some of the key moments when financial decisions are crucial. Our latest campaign is designed to get people thinking about which financial products they might need as go through life.

“We hope this campaign will get people thinking and will provide an opportunity for advisers to start conversations with their clients about financial planning.”

Click here to watch Aviva’s Cradle Talk ad


News and expert analysis straight to your inbox

Sign up


There are 5 comments at the moment, we would love to hear your opinion too.

  1. There seems to be a lot of “articles” discussing Aviva’s marketing on this site. Are they paying for Money Marketing to write these articles to increase awareness of their ad campaigns? If so, shouldn’t these “articles” be marked as advertising features?

  2. If only Aviva’s service standards were half as good as their TV ad’s…I might just give them some business. In reality though, their service is extremely poor. Am I right or am I wrong?

  3. Service standards don’t really matter when you have quality hold music, and Aviva has some of the funkiest tunes in the industry.

  4. @ Anonymous 12.25. You are so wrong. I think you are being extremely generous to Aviva saying their service is extremely poor. From my own experience it is woefully inadequate. Unlike you I wouldnt give them business if their service was even 5% as good as their ads. Maybe their direct offering is better – I dont know. Happy New Year to everyone by the way

  5. Glad to see we are all taking the positives from this and really running with it. I for one have already seen an increase of foot fall on the back of it.

Leave a comment


Why register with Money Marketing ?

Providing trusted insight for professional advisers.  Since 1985 Money Marketing has helped promote and analyse the financial adviser community in the UK and continues to be the trusted industry brand for independent insight and advice.

News & analysis delivered directly to your inbox
Register today to receive our range of news alerts including daily and weekly briefings

Money Marketing Events
Be the first to hear about our industry leading conferences, awards, roundtables and more.

Research and insight
Take part in and see the results of Money Marketing's flagship investigations into industry trends.

Have your say
Only registered users can post comments. As the voice of the adviser community, our content generates robust debate. Sign up today and make your voice heard.

Register now

Having problems?

Contact us on +44 (0)20 7292 3712

Lines are open Monday to Friday 9:00am -5.00pm