The ads are intended to demonstrate that Aviva, which will replace the Norwich Union brand in the UK from 1 June, listens to its customers and delivers a tailored service.
According to Aviva's group brand development director, Sally Shire, all future service and product developments will be informed by this strategy.
The two-month campaign, which comprises TV, print and digital, will begin with 10-second teaser ads on Friday. A full-length ad will break on Sunday.
The work will continue to use celebrities, such as Bruce Willis, who is currently starring in ads promoting Norwich Union's rebrand to Aviva.
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