The insurance and investing ad clichés get some sprucing up with a visual trick by adam&eveDDB in its new Making it Click commercial for insurance, wealth and retirement company, Aviva. The usual insurance ad disaster scenarios are present. The usual business idea scenario is included. But customers’ needs are shown as broken puzzle pieces and Aviva’s role is shown as putting them back together. The campaign presents Aviva was the company that solves the complexity of insurance and finances.

The 60-second version will run in cinema in the UK. A 30-second spot will run on TV into 2025.

The commercial is the first to be designed in Aviva’s reimagined brand expression which launched earlier this year and includes evolved brand assets such as an updated colour palette, typography, and tone of voice. It is also the first creative to feature the new “Aviva glow”, a soft, yellow light that emanates from Gina’s phone in the important moment of connection with Aviva.

Phoebe Barter, group brand & sponsorship director at Aviva, stated, “Aviva’s range of products and services mean that we can play a genuine, emotional role in people’s lives, in a way that no other financial services company can, while continuing to ‘make it click’ when it comes to the complex world of finances.

“Through the heartwarming story of Gino and Gina, we want to bring financial decisions to life and connect with our audiences, showcasing the magic of Aviva and our unique ability to support our customers through every high, low, milestone, and life moment. We know the festive season is an emotive time of year and we hope that our latest ad strikes a chord with those watching.”

Miranda Hipwell, CEO at adam&eveDDB, added, “We introduced the Making It Click platform for Aviva in 2022 and this next iteration of the campaign portrays the emotion and feeling of families as they navigate different aspects of their financial life. We love the warmth of Gino and Gina and the empowerment Aviva brings to their narrative.”