Norwich Union (NU) will use the faces of Dame Edna Everage and Alice Cooper as part of an advertising campaign to let consumers know it is changing its brand to Aviva.
The insurer says Everage and Cooper, along with film star Bruce Willis, model Elle McPherson and musician Ringo Starr, are examples of how changing a name can bring success.
It says the campaign, which will launch on 26 December across national broadcast, print, outdoor and online media, will see the celebrities ask themselves: "Would this have happened if my name had been...?"
"As our business becomes increasingly global, we need one name customers can recognise, wherever they are," Amanda Mackenzie, chief marketing officer at Aviva, says.
"One name means a unified company, allowing us to share our knowledge and expertise with customers around the world.
"The new advertising campaign communicates our name change in a dynamic and vibrant way, signaling that this is the beginning of an even better way of doing things for our customers."IFAonline
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