The campaign, created by Abbott Mead Vickers BBDO, includes a TV spot that shows a series of unfortunate scenarios such as a flooded washing machine, a hailstorm that smashes the glass of a greenhouse and a flat-screen TV falling off a wall.
As the accidents happen, a voiceover says: "Sorry but we can't stop your bad luck striking and we can't protect you from the whims of mother nature. That's just the way it is. But we can make it easier to cope with whenever it happens."
The spot ends with the strapline: "We just make it easier". The 40-second ad is part of a wider campaign that shows how the insurer aims to support its consumers in choosing motor, home, life insurance and investment products.
The TV activity will run over a 12-week period, with peak activity scheduled to coincide with the new autumn TV schedules in September.
The TV ads, which are airing in all UK regions, include a mix of 40-second and 20-second spots. A press and radio campaign will run alongside the TV activity, along with a refreshed customer website.
Crawford Davidson, marketing director at Norwich Union, said: "We're really pleased to launch our new campaign, which is a result of our extensive work to listen to the views of our customers. These insights reflect the 'essence' of Norwich Union and will increasingly underpin our interaction with customers at every stage of the customer journey."
Norwich Union will raise its premiums by 10% from next week, in a move that came a day after its parent company Aviva revealed it was facing a £340m bill from recent flooding in Yorkshire and Gloucestershire.
However, the insurer insisted the increase was already in the pipeline following a decade in which premiums have remained broadly unchanged.