The films feature mum-of-one Janet Warne, who made a claim following breast cancer, and train driver Philip Smith who claimed under the heart valve replacement/repair definition.
Both customers discuss the relief they felt knowing they wouldn’t have to worry financially. The video featuring Mr Smith uses audio footage of one of his phone calls with Aviva – during which he heard his claim would be paid.
Aviva protection director Louise Colley (pictured) says:” “It’s one thing to tell people that a critical illness payment can alleviate the worries and the pressures at a difficult time, but nothing can express this in quite the same way as the customers who have actually lived through that experience.
“What you see and hear is the huge relief these products give to our customers at their time of need. The biggest advocates of critical illness are those people who have benefitted from a claim. Their stories are the reality, so what could be more powerful?”
The videos can be viewed on Aviva’s adviser site.
Aviva has a history of provocative advertising campaigns and was forced to tone down a series of ads running during Downton Abbey with some viewers finding the ads ‘depressing’ in a Twitter backlash after the strat of the popular series.
The advert aims to show how IP can safeguard customers’ standard of living in the event they are unable to work, for example due to an accident.
