About this advert
By: Abbott Mead Vickers ...
30 January, 2011,
Charlie Keating's view
The latest Aviva advert shows a marked departure from others, instead of light hearted comedy, we’re hit with a surprisingly emotive advert. It works perfectly at showing the importance of life insurance, without explicit references. No one watching for the first time would have expected the outcome, which makes it more powerful. I would be shocked if this advert didn’t affect viewers, and although I may not need life insurance at this time, this advert will stick with me. After the ASA banned their previous advert, Aviva have gone down a more subtle route, which suits this advert perfectly.
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