The campaign, which sees Norwich Union rebranded as Aviva in June, will launch on Boxing Day and will run for six months.
Willis and Starr will be joined by Elle Macpherson, Alice Cooper and Dame Edna Everage in the campaign, which will feature across national broadcast, print, outdoor and online media.
The company already trades as Aviva in over 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.
Aviva chief marketing officer Amanda Mackenzie says: “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 new advertising campaign communicates our name change in a dynamic and vibrant way, signaling that this is the beginning of an even better way of doing things for our customers.”