Someone’s Doing Alright

The recent campaign by Norwich Union, intended to rebrand the company as Aviva is certainly not short of a bob or two.

The television advertisement includes celebrities such as Bruce Willis, Ringo Star, Alice Cooper and Elle Macpherson who all changed their names before going onto international fame and fortune.

The advertisement is an example of how celebrity endorsements can add character and virbrance to a brand. Also, the savvy consumer will be aware of the substantial cost of employing these superstars and thus, Aviva conveys a strong, bold brand image in times of such economic crisis.

Many have criticised the advetisement as a waste of money as it cost nine million pounds but I disagree. The advertisiment is very sucessful at communicating its message to its consumers and has positioned itself as a brand leader within the insurance industry.

What was I talking about last week? The importance for campaigns to contain a dose of original thinking a well as simple, effective communication. Well, here is an example of both. Bravo!

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