Aviva 'direct insurance' by AMV BBDO

In the first of the three ads set for UK release, Paul plays a die-hard Plymouth Argyle supporter who drives around the country to cheer on his football team.

He explains that as all his money is spent on petrol he has to look for cut backs where he can, so he's looking for a good deal on insurance.

Two forthcoming ads will show Paul as a Welsh Goth looking for home contents insurance on 16 August and a well-spoken gentleman searching for car insurance will break on 23 August.

The ads were directed by BAFTA winning comedy director Declan Lowney, whose prized work includes TV series Little Britain and Father Ted.