Aviva launches new car insurance advertising campaign, developed by Core

Ads, Advertising

Core, in collaboration with Zenith, has developed a new advertising campaign for Aviva.  The new car insurance campaign also unveils Aviva’s new brand positioning ‘It takes Aviva’ for the first time in the Irish market.

Research conducted by Core for the new campaign revealed that consumers crave emotional confidence in their insurance provider, and this work will tell the story about how Aviva provides practical help when a car breaks down. The ad seeks to position Aviva as an industry leader focused on serving its customers. The ’man from Aviva’ humanises the brand and we tell the story from a child’s point of view to provide emotional resonance as well as humour and memorability.

The new campaign will run across all TV and radio stations in Ireland and on online video streaming services:

Speaking about the new campaign, Sharon Treanor, Head of Consumer Marketing and Trading at Aviva, said:

“We are delighted to unveil our new car insurance campaign launching our new brand positioning ‘It takes Aviva’ in Ireland for the first time.  ‘It takes Aviva’ is a promise to be the difference for our customers when they need it most and to show them how we can help them navigate the twists and turns of life. We want our customers to know that we will be there for them when things go wrong.  A breakdown is a real moment of truth and an opportunity for Aviva to support and help our customers.  Breakdown Rescue cover is a standard benefit on all our car insurance policies.”

Susan Kelly, Strategy Director, Core Strategy added:

Research showed many people don’t believe their car insurer or breakdown assistance policy will come through for them at a point of crisis.  This campaign gives customers confidence that Aviva’s people will always do their utmost to get you back on the road quickly with minimum hassle. The ad really personifies the Aviva promise in a warm and humorous way.”

The campaign was produced by Core Creative, in collaboration with Strategy, Research, Investment and media planned by Zenith, part of Core.


  • Agency: Core
  • Production Company: BanjoMan
  • Director: Mia Mullarkey
  • Producer: Matt D’Arcy
  • Client Director: Julie Collins
  • Business Director:  Jane Adams
  • Agency Producer: Fiona McGarry/Anita McMenamin
  • Copywriter: Blaise Hoban
  • Art Director: Eva Redmond
  • Creative Director: Mike Garner
  • Strategy Director: Susan Kelly
  • Media Planners: Greg Ashe / Aoife Bradbury
  • Aviva Marketing: Elaine Kearney

Core is Ireland’s largest marketing communications company. Core employs a team of 330 people and consists of eight practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Research, Sponsorship and Strategy.

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