Paul Whitehouse (SPOILER ALERT: He's a ghost) stars in the latest Aviva TV advert, this time plugging life cover. But does it work?
The insurer has promoted the ad as a campaign to raise awareness of the benefits of taking out life insurance. Evoking memories of The Widow's Story - banned for its apparent "scaremongering" tactics...
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Life and general insurance arms combined
Why most regulation is 'common sense' and expansion plans
What would that mean for advisers?