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Financial services giant Aviva has unveiled a new positioning, "It takes Aviva", as it seeks to reassert its role as a market leader and show it is about "more than insurance"

The generation-spanning ad, which debuted on British TV on Saturday, featrues Spooks actress Shauna MacDonald to show one woman's life from her mid-20s into her mid-60s. It ends with the line: "We all have hopes for the future and no matter what lies ahead, we can get you there."

In the out-of-home and press work, Macdonald stands in place of the "i" in the Aviva logo in the centre of the image – to illustrate how the customer is "at the heart" of its offer, spanning investments, insurance, pensions and health.

It was created by Matt Fitch and Mark Lewis, and directed by Seb Edwards through Academy. Media is handled by Zenith.