The ad, created by McCann-Erickson and called "trawlerman", features a Geordie fisherman talking about his financial portfolio and how he is managing his future financially.
The fisherman is used because he is perceived as an unlikely character to have wide knowledge about financial affairs. He explains he gets his financial know-how from Norwich Union, which offers impartial advice.
This latest ad is the third in the series begun in April 2002, which aims to demonstrate the different services provided by Norwich Union. Other ads in the current series include "portrait of an artist" and "yoga". Both these ads will begin a second series to support the new spots.
"Trawlerman", which broke this week, will also be supported by 48- and 96-sheet poster ads, which will launch on November 1.
Luke White, creative director at McCann-Erickson London, said: "Trawlerman is another fantastic addition to the creative produced by McCann-Erickson for Norwich Union. We believe this work truly differentiates the brand in a highly cluttered category."
The ads were written by Jerry Green and Roger Ackerman, and were directed by Stuart Douglas at Radical Media.
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