The insurance giant, which has recently undergone a restructure following the departure of chief executive Andrew Moss, is to implement a new global strategy based around the strapline "Little things matter".
Aviva will focus its marketing on the ways in which it looks after customers "when the big things in life happen", such as only calling when it is convenient for policyholders.
The "Matters" positioning has been developed following a global research project led by global marketing director Jan Gooding.
The new positioning will roll out in the UK with a 60-second TV ad, again featuring ‘The Fast Show’ actor Whitehouse.
The ad, which for the first time sees Aviva promote both general and life insurance products in a single campaign, follows Whitehouse’s character from the birth of his son to the birth of his grandchild.
It will see Whitehouse assume a "much more emotional, less humorous approach", although humour will form a part of subsequent "harder working" product ads.
The TV ad, by Abbot Mead Vickers BBDO, will be supported with outdoor executions and a direct mail campaign in mid-January. Digital activity, by Dare, will include a Facebook timeline competition.
Heather Smith, UK marketing director at Aviva, said the new campaign aims to take Aviva’s brand to the "next step".
She added: "There is a lot of negative sentiment in the sector, so we wanted a positioning in the market which tells the story of the breadth of our offer, and those little moments of empathy that will differentiate Aviva."
Mark Wilson is to join as Aviva's new chief executive from 1 January. The insurer recently ended its 13-year partnership with UK Athletics.Follow @alex_brownsell