Aviva twists classic film noir tropes to promote car insurance
Aviva has launched an advertising campaign that embraces classic film noir tropes to deliver a cinematic and ‘mysterious’ promotion of its car insurance offering.
The 40-second brand film, titled ‘The Night Job,’ portrays a man traveling with a driver in the dead of night, only to discover that he is being taken to meet a friend for stargazing after his car was damaged in an accident, with the cost covered by his Aviva insurance.
Sarah Leccacorvi, head of marketing communications at Aviva, said: “We’re thrilled with ‘The Night Job’ advert. It showcases our onward journey, offering a story that strikes just the right balance between anticipation and light-hearted humor. In a category where it’s notoriously difficult to stand out, we believe this approach will captivate viewers.”
The campaign aims to present a narrative that moves away from conventional advertising tropes to showcase Aviva's innovative spirit.
It also seeks to build on Aviva’s strategy of delivering emotive storytelling and redefined brand expression, which was introduced last year. As part of this updated brand identity, Aviva unveiled new brand assets, including a modern colour palette, refreshed typography, and a more playful tone.
The campaign will be featured across the UK on TV, social media, and digital platforms.