The TV, print and digital campaign, by AMV BBDO, shows Whitehouse playing a character in search of the ideal retirement home in France. As the character looks around for the most suitable property, the ad encourages consumers to shop around for their annuity, and boost their retirement income by up to 20%.
Aviva has used former 'Fast Show' comic Whitehouse in its ads since August 2009, with the actor adopting a number of different characters, including the owner of a salon and a Plymouth Argyle supporter.
The insurance giant had previously used a series of A-list celebrities, such as Bruce Willis and Ringo Starr, to promote its rebrand from Norwich Union.
"With this TV campaign we wanted to boost our branding by following the successful 'satisfied customer' format of the previous General Insurance adverts, whilst developing the tone into something more gently humorous," said Sue Helmont, head of brand at Aviva UK.
She added: "The aim is to put customers at the heart of the campaign by encouraging them to take action and shop around for their retirement income, whilst putting the Aviva brand firmly at the front of their minds."
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