Insurance company Aviva is seeking to demystify the world of finance with its latest ad in its ‘Make it Click’ campaign.
The ad was devised by creative agency Adam&EveDDB, with media planning and buying through the Aviva team at Publicis Media.
The creative will launch on 8 December and run throughout 2025.
The 30-second film features a family-owned restaurant, where the owner gets distracted by a branch falling onto his car. His daughter contacts Aviva and the car fixes itself, using the same mechanic of parts clicking into place as seen in earlier ads. As time passes, the daughter shows her father her investments, which are used to create an outdoor seating area for the restaurant, before he passes the family business on to her.
Adam&EveDDB CEO Miranda Hipwell said: “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.”
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According to Aviva, the campaign is the first since the insurance company’s rebrand, which launched earlier this year with an updated colour scheme, typography and tone of voice.
Publicis Media managing partner Guy Edwards commented: “To bring this next chapter of the campaign to life, we’ve crafted a media plan that is single-mindedly focused on emotion. We’ve targeted highly attentive channels that help facilitate story-telling, and specifically allow us to hone in on shared-viewing occasions. Aviva is able to demonstrate the role it can play in solving financial puzzles, at moments when we know family audiences are often together.”
The campaign also contains a 60 second ad showcasing the daughter using Aviva’s business insurance plan to fix a broken pizza oven.
Aviva group brand and sponsorship director Phoebe Barter added: “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.”
