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 in the 1990s - Aviva has warned its ad may be criticised.
Best bit: Goggles
Worst bit: Swimming impression
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Steps already taken
Increasingly diverse sector
First of planned acquisitions
Feedback from first year