February, 2011 | Bad TV Adverts, Bad Ads

Life Assurance From Aviva

Filed under: Advertising Idiots,Hidden meanings — Carl Hepburn @ 12:27 am February 3, 2011

I admire Paul Whitehouse immensely as a comedian. He is great when working with Harry Enfield and a master of comedy characters. Even the previous Aviva adverts haven’t been the most annoying out there but there is something wrong with the new life assurance advert which I find depressing and mawkish every time I see it.

If you haven’t seen it, a typical advertising family are packing to go on holiday. There is the usual chaos as the family decide what to pack and make sure they have packed everything they will need. It could be a scene of normal domestic life and then the daughter says to her mother, “It won’t be the same without dad.” and then you realise that the father is there only in spirit.
Some of the commentators on YouTube say it made them cry but I just thought how it made me think about my own mortality and how transient is the strip of light between two infinite slabs of darkness is. But this just put a downer on my day. The other interpretation is of course: dad’s dead but at least we get a massive pay out so we can go on holiday.