The 40-second spot, called "trawlerman", features a Geordie fisherman as the central character, explaining in simple terms how his finances are "sussed" because Norwich Union has provided him with sound impartial advice for his financial future.
Supporting outdoor activity will run for two weeks, kicking off on 1 November, with 48- and 96-sheet posters in mainly urban areas.
The campaign is targeting 35- to 50-year-olds, based on research carried out by McCann that found there is a lack of trust among consumers of independent financial advisors.
By using a character that is not traditionally considered likely to be financially sorted, Norwich Union is pushing the idea that it goes further to understand the needs of its customers and offers simple products and services to make planning easy for everyone.
The ads were written by Jerry Green with art direction by Roger Ackerman.
The TV ads were directed by Stuart Douglas from @radical.media.
Planning and buying has been handled by the sister IPG agency Brand Connections.
The latest ad will be followed by a second burst of activity featuring the first two treatments - "portrait of an artist" and "yoga", which first aired in April.