Aviva's Making It Click 2024 campaign, created by adam&eveDDB, uses the story of Gino and Gina to demystify insurance, wealth and retirement across the UK.
ARCHIVEAviva Makes Financial Complexity Feel Human With Making It Click
Aviva's 2024 "Making It Click" campaign is a 30-second television advertisement, created by adam&eveDDB, that uses a multigenerational family business narrative to position Aviva as a single provider capable of supporting customers through insurance, wealth management and retirement across the United Kingdom.
The campaign launched on 8 December 2024 during the final of ITV's I'm a Celebrity…Get Me Out of Here!, as reported by Marketing Beat, deliberately targeting one of the most-watched shared-viewing occasions of the festive season. The ad introduces Gino, the owner of a lively family restaurant, and his daughter Gina. When a falling tree branch damages their car, Gina contacts Aviva through her phone and the damage is resolved. Time passes, and Gina is shown presenting her father with the investments she has made to fund an outdoor seating area for their small business. Moved by her capability and confidence, Gino retires and hands Gina the keys to the restaurant. A voiceover closes the film: "From insurance to wealth and retirement, we can help solve life's financial puzzles."
The 2024 execution is the first creative built within Aviva's reimagined brand expression, which the company launched earlier in 2024 and which includes an updated colour palette, revised typography and a new tone of voice. It also marks the debut of the "Aviva glow" — a soft, yellow light that emanates from Gina's phone at the moment she connects with Aviva — functioning as a proprietary visual asset designed to signal reassurance and resolution. A 60-second cinema version also formed part of the campaign, featuring a separate scenario involving a broken pizza oven and business insurance, as reported by Creative Salon. The 30-second television execution was planned to continue airing throughout 2025. The campaign was developed over more than 12 months, according to adam&eveDDB's own published materials, with concept development and pre-testing supported by Acacia Avenue and System1.
ARCHIVEAviva's strategic brief centres on a clearly identified consumer problem. Financial services, and insurance in particular, are categories in which complexity and perceived irrelevance drive disengagement. The "Making It Click" platform, first introduced by adam&eveDDB for Aviva in 2022 — as confirmed by adam&eveDDB CEO Miranda Hipwell in Aviva's December 2024 campaign announcement — was built expressly to dramatise that complexity and make financial decision-making feel navigable rather than daunting.
The 2024 iteration broadens the narrative scope deliberately. Where the original 2022 campaign addressed individual financial anxieties, the Gino and Gina story extends into family continuity, small-business ownership, wealth accumulation and retirement succession — a move that widens the addressable audience while preserving the campaign's central puzzle metaphor. In the United Kingdom, the competitive environment makes this differentiation urgent. Direct competitors including Direct Line and Admiral have long dominated the motor and home insurance conversation through price-comparison visibility and high-frequency tactical advertising, while Aviva's strategic ambition spans a far wider product architecture. Legal & General operates a comparable breadth of offer across insurance and wealth, heightening the need for Aviva to establish a distinctive emotional positioning rather than compete on price signals alone.
The media strategy, described by Guy Edwards, Managing Partner at Publicis Media, in Aviva's campaign announcement as "single-mindedly focused on emotion" and targeted at "highly attentive channels that help facilitate story-telling", reflects an explicit investment in quality of attention over volume of impressions. The selection of the I'm a Celebrity final as the launch moment — one of the United Kingdom's highest-rated annual television events — operationalises that principle directly. In the UK, motor insurance premiums rose by approximately 40% between January 2023 and March 2024, according to Reed Smith, placing financial pressure on consumers and creating a context in which a brand offering genuine breadth of support carries heightened relevance.
The 2024 "Making It Click" advertisement is built on restrained, observational storytelling that avoids the abstraction common to financial services advertising in the United Kingdom. The creative approach places two characters — Gino and Gina — inside a specific, textured world: a family-owned restaurant with its own visual history, relationships and pressures. The choice of a small-business setting is not incidental. It allows the campaign to move through insurance, investment and retirement within a single, continuous narrative logic, so that each product category feels like a natural consequence of the last rather than a product demonstration inserted into a story.
The introduction of the "Aviva glow" — the soft yellow light that appears from Gina's phone — functions as both a brand asset and a narrative signal. It marks the precise moment at which Aviva enters the story and resolves a problem, giving the brand a visual grammar that can travel across executions and media. Phoebe Barter, Group Brand and Sponsorship Director at Aviva, described the campaign in Aviva's December 2024 announcement as featuring "the heartwarming story of Gino and Gina" to "bring financial decisions to life", framing the intent as emotional translation rather than product explanation.
The 60-second cinema edit, as reported by Creative Salon, extends the storytelling canvas with a distinct scenario — a broken pizza oven addressed through business insurance — demonstrating that the creative platform is designed to accommodate multiple product territories without losing coherence. The campaign was built inside Aviva's fully reimagined brand expression, incorporating the updated colour palette, typography and tone of voice that Aviva formalised in 2024. Production credits for the "Making It Click" 2024 campaign director are not publicly documented in available sources, though adam&eveDDB served as the lead creative agency and Publicis Media managed media planning and buying, with Zenith also named as a media planning partner in materials published by adam&eveDDB.
No independently verified post-campaign performance data for the 2024 "Making It Click" advertisement is publicly available at the time of writing. Aviva reported a group financial metric of £12.2 billion for 2024 with a 12-percent compound annual growth rate, though the precise metric definition and measurement period are not fully specified in available extracts. The figure reflects broader business performance rather than attributable campaign results.
Structurally, the campaign carries several elements associated with effectiveness in the United Kingdom's financial services advertising category. The launch placement within the I'm a Celebrity final on ITV, as reported by Marketing Beat, provided access to a mass simultaneous audience at a moment of high emotional receptivity — a targeting decision consistent with the media philosophy articulated by Publicis Media. The puzzle metaphor, running continuously since the platform's 2022 launch as documented by adam&eveDDB, gives the brand a consistent associative framework that compounds over time rather than resetting with each execution. The introduction of a proprietary visual asset — the "Aviva glow" — adds a recognisable brand signal that operates even at low attention levels. The multi-product narrative structure, moving from insurance through investment to retirement within thirty seconds, demonstrates product breadth without requiring a product-by-product explanation, which is a meaningful creative achievement in a category prone to category-generic communication.
Clapboard rates the 2024 Aviva "Making It Click" campaign 63 out of 100. The score reflects strong strategic coherence and considered media placement, moderated by the relative predictability of the warm-family-business narrative convention and the absence of a creative device that meaningfully extends beyond the established puzzle-and-resolution framework.
Aviva's Making It Click campaign uses narrative advertising to make financial services feel accessible. The 2024 instalment follows Gino and Gina, a father and daughter running a family restaurant in the United Kingdom, as Aviva supports them through car insurance, business investment and retirement across a single continuous story.
adam&eveDDB created the 2024 Making It Click advertisement for Aviva. Publicis Media handled media planning and buying, with Zenith also named as a media planning partner. Acacia Avenue and System1 supported concept development and pre-testing, according to adam&eveDDB's published campaign materials.
The advertisement launched on 8 December 2024 during the final of ITV's I'm a Celebrity…Get Me Out of Here!, as reported by Marketing Beat. The 30-second television execution was planned to continue airing throughout 2025, with a separate 60-second cinema version also produced, as reported by Creative Salon.
Gino is the owner of a family restaurant and Gina is his daughter. Gina uses Aviva to resolve a car insurance claim, funds a business expansion through investments and ultimately receives the keys to the restaurant when Gino retires — demonstrating Aviva's span from insurance to wealth and retirement.
The Aviva glow is a soft yellow light that appears from Gina's phone at the moment she connects with Aviva. Introduced in the 2024 campaign as part of Aviva's reimagined brand expression, it functions as a proprietary visual asset designed to signal reassurance and brand presence at key narrative moments.
The 2022 Making It Click platform, confirmed by adam&eveDDB CEO Miranda Hipwell, focused on individual financial complexity. The 2024 execution broadens the scope to include family continuity, small-business ownership and retirement, and is the first execution built within Aviva's fully reimagined brand identity, including its updated visual and tonal assets.
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