The provider said the campaign is aimed at highlighting the importance of taking out life insurance and addressing barriers against purchasing that customers commonly cite.

Louise Colley, head of protection marketing at Aviva, said that consumer research conducted by the provider indicated current industry messages were not emotionally hard hitting enough.

“We consulted consumers across the UK and created six concepts that would make them respond to life insurance,” she said.

“We tested the concepts with intermediaries and the underlying theme throughout was emotionally disturb me, which we were surprised about.”

“Looking deeper at the emotional connection, consumers said the typical barriers against buying protection insurance came in to play because they just don’t think it will happen, but the resounding response was ‘make me feel emotional and we are likely to do something’,” she added.

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The project is part of the provider’s ongoing aim to target families to increase their protection cover.

Colley discussed the results of in depth research carried out by Aviva at the COVER Forum (Mortgage Solutions sister title) last year, and said the findings played a key part in forming this campaign.

The first 40 second spot that stars Paul Whitehouse is set to be aired tonight and will be joined by adverts in many national newspapers.