Stars lined up in multi-million name change ad campaign
Pictures of celebrities who have changed their names, including Bruce Willis, Elle Macpherson and Ringo Starr, will be released today ahead of an advertising launch on Boxing Day to help Norwich Union rebrand to Aviva.
The ads, directed by Vaughan Arnell - who previously directed videos for Robbie Williams - show celebrities who have changed their names before becoming internationally recognised.
As well as Willis, Macpherson and Starr, the adverts will also feature Alice Cooper and Dame Edna Everage asking themselves: "Would this have happened if my name had been…?"
The paper claims Bruce Willis talks from the passenger seat of a car chase scene from the movie Die Hard, while his younger self is driving the car.
The high-profile campaign, created by AMVBBDO, will launch across national broadcast, print, outdoor and online media, and will run for six months.
Norwich Union will finally change its name in June 2009.
The company already trades as Aviva in more than 20 markets across Europe, North America and Asia Pacific and the change of name in the UK marks the final phase of the company's move to a worldwide brand.
Amanda Mackenzie, chief marketing officer at Aviva, saying: "We are very proud that Norwich Union started more than 200 years ago, selling protection against fire and highway robbery; as Aviva we are now the fifth largest insurer in the world. As our business becomes increasingly global, we need one name customers can recognise, wherever they are. One name means a unified company, allowing us to share our knowledge and expertise with customers around the world.
"The new advertising campaign communicates our name change in a dynamic and vibrant way, signaling that this is the beginning of an even better way of doing things for our customers."
Research in the UK has previously shown that when people were asked to name an insurance firm more than half said Norwich Union and none said Aviva.
When prompted, 20% said they recognised the name Aviva but more than 90% knew the Norwich Union name.
To watch the new Aviva advert, click here.
