Aviva takes different approach to life insurance ads

Aviva has launched an emotional TV ad that features comedian Paul Whitehouse as a dead man who continues to look after his family after he has passed away.

The ad, created by AMV BBDO, adopts a different approach to previous Aviva life insurance ads and is aimed at people who have lost a loved one.

It is targeting the nearly 20 million people – 39% of UK adults – who have no form of financial protection.

The TV ad opens with the familiar chaos of a family packing for holiday. As it continues, dad, played by Whitehouse, reflects on what he's been able to provide for them, including the family holiday, swimming lessons and help towards university fees.

Throughout the ad the audience feels the security of normal family life. But in an emotional twist at the end, viewers discover that Whitehouse is in fact dead and is speaking from beyond the grave.

The post-death approach differs from previous Aviva Life Insurance campaigns, which have focused on the "what if?" scenario.

Media planning and buying was handled by ZenithOptimedia.