In this clever rebranding commercial for Aviva Insurance, formerly Norwich Union, Bruce Willis asks with comical sarcasm, "Would Walter Willis have gotten to play the leading man?" The premise of ‘Aviva: Changing the Name’ was to focus on how a name change can be beneficial.
Other stars who reveal their real names instead of their stage names in the Aviva commercial are Elle MacPherson, real name Eleanor Gow; Alice Cooper who inquires, "Whoever heard of a glam-rock star called Vincent Furnier?; and Ringo Starr, originally Richard Starkey.
Relative Rebranding
UK Insurance Company Shows What's In a Stage Name
Trend Themes
1. Rebranding - Disruptive innovation opportunity: Explore new and creative ways for companies to rebrand themselves and communicate the benefits of a name change.
2. Personal Branding - Disruptive innovation opportunity: Develop strategies and platforms to help individuals build authentic personal brands that align with their true identities.
3. Celebrity Marketing - Disruptive innovation opportunity: Create innovative celebrity marketing campaigns that highlight the real identities of celebrities, leveraging their authenticity to connect with consumers.
Industry Implications
1. Insurance - Disruptive innovation opportunity: Rethink traditional insurance models and develop new products and services that meet the evolving needs and expectations of customers.
2. Advertising - Disruptive innovation opportunity: Explore unconventional and attention-grabbing advertising techniques, such as celebrity endorsements and rebranding campaigns, to captivate audiences and drive engagement.
3. Entertainment - Disruptive innovation opportunity: Transform the way celebrities are marketed and promoted in the entertainment industry, focusing on authenticity and genuine connections with fans.