Making it Click - AVIVA | Clapboard Ad Archive
Aviva’s Making it Click returns for 2024 with a quietly ambitious narrative devised by adam&eveDDB, using the familiar warmth of family to reframe the complexities of consumer and business finance in the critical context of the festive season. Anchored in the market category of banking and insurance, the campaign unfolds in a bustling, generationally-run Italian restaurant, where the baton-passing from Gino to his daughter Gina provides an authentic throughline for exploring Aviva’s expanded offer across insurance, wealth management, and retirement. The drama spins around relatable financial quandaries—first the anxiety as a fallen branch shatters the family car, then the entrepreneurial leap as Gina reinvests for growth—each puzzle neatly resolved through Aviva’s intervention, their services presented not as remote products but as enabling presences in the fabric of everyday life. Visually, the campaign marks a decisive shift with the debut of Aviva’s refreshed brand expression: a brighter color palette, new typography, and the Aviva glow—an unmissable, soft yellow light emitting from Gina’s phone at the narrative’s inflection points—injecting both emotional resonance and new visual salience for the brand in crowded holiday clutter. Media planning and buying, driven by the Aviva team at Publicis Media, smartly targets shared, high-attention platforms, amplifying the campaign’s impact at traditional moments of family gathering when financial anxieties and hope for continuity are most acute. That strategy is even more pronounced in the 60-second cinema edit, where Aviva’s B2B credentials come to the fore as Gina swiftly deploys business insurance to repair a broken pizza oven—a functional yet emotionally-laden demonstration of continuity and resilience. This is storytelling with direct commercial intent, an approach that sits squarely in Clapboard’s FORMAT#5—Exemplary Story classification, where product and platform are not accessories to the narrative but the decisive element in its resolution. The campaign earns 63/100 in Clapboard’s global creative archive. As financial brands continue their push into emotional territory, Making it Click demonstrates that a cohesive narrative, visual distinctiveness, and an unambiguous role for the product can cut through annualized category noise when delivered with insight and restrained humanity.
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