The campaign, by AMV BBDO will run across TV, print, outdoor and online media for six months.
The first TV execution, which launched today, sees the start asking themselves "would this have happened if my name had been...?"
Amanda Mackenzie, chief marketing officer at Aviva, said: "As our business becomes increasingly global we need one name that customers can recognise, wherever they are in the world."
Elle Macpherson and Alice Cooper also appear in the ads, which were directed by Vaughan Arnell.
Financial Services
Ringo Starr and Bruce Willis in Aviva ad
LONDON - Stars including Ringo Starr, Bruce Willis and Dame Edna Everage appear in a new TV spot to communicate Aviva's name change from Norwich Union.
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