Aviva taps into emotion with new “Make It Click” ad

Aviva has launched a new TV advert, which uses the story of a father and daughter to bring the firm’s brand promise to life.

The ad tells the story of a father and daughter as they run a family-owned restaurant, navigating a number of channels and opportunities with the help of Aviva.

It focuses on the “Make It Click” tagline, launched in 2022, which characterises customers’ financial lives as a series of puzzles which the company can help solve with the breadth of its product offering. The positioning also encompasses an updated colour palette, typography and tone of voice.

The ad was created by adam&eveddb, the agency behind the recent Lloyds Banking Group ads and the McCain entry which won the Grand Prix at the 2024 IPA Effectiveness Awards. Publicis Media carried out the media buying.

The advert launched on 8 December during the final of ITV’s “I’m a Celebrity” and will continue to air throughout 2025.

It will air in both a 30-second TV version and a 60-second version in cinemas.

Phoebe Barter, Group Brand & Sponsorship Director at Aviva, said: “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.”