# Relative Rebranding UK Insurance Company Shows What's In a Stage Name By Sandra Winn | Published 2008-12-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rebranding-revelations-uk-insurance-company-features-stars-with-name-change References: [coloribus](http://www.coloribus.com/paedia/reels/2008/12/25/534376/) & [aviva](http://www.aviva.com/) In this clever [rebranding commercial](https://www.trendhunter.com/trends/iris-worldwide) for Aviva Insurance, formerly Norwich Union, Bruce Willis asks with [comical sarcasm](https://www.trendhunter.com/trends/call-of-the-mustaches), “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](https://www.trendhunter.com/trends/meal-diamond) 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. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 34% | Activity: 22% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Rebranding:** Disruptive innovation opportunity: Explore new and creative ways for companies to rebrand themselves and communicate the benefits of a name change. - **Personal Branding:** Disruptive innovation opportunity: Develop strategies and platforms to help individuals build authentic personal brands that align with their true identities. - **Celebrity Marketing:** Disruptive innovation opportunity: Create innovative celebrity marketing campaigns that highlight the real identities of celebrities, leveraging their authenticity to connect with consumers. ### Who This Affects Most - **Insurance:** Disruptive innovation opportunity: Rethink traditional insurance models and develop new products and services that meet the evolving needs and expectations of customers. - **Advertising:** Disruptive innovation opportunity: Explore unconventional and attention-grabbing advertising techniques, such as celebrity endorsements and rebranding campaigns, to captivate audiences and drive engagement. - **Entertainment:** Disruptive innovation opportunity: Transform the way celebrities are marketed and promoted in the entertainment industry, focusing on authenticity and genuine connections with fans. ## Related on Trend Hunter - [Employee Fragrance Campaigns](https://www.trendhunter.com/trends/lidl-fragrance-campaign.md) - [Authenticity-Forward Insurance Campaigns](https://www.trendhunter.com/trends/allianz-ireland.md) - [AI Customer Campaigns](https://www.trendhunter.com/trends/tilly-norwood.md) - [College Football Ad Campaigns](https://www.trendhunter.com/trends/coach-prime.md) - [Self-Doubt Alleviating Campaigns](https://www.trendhunter.com/trends/cadbury.md) - [Young Travellers-Targeting Campaigns](https://www.trendhunter.com/trends/progressive-insurance.md) - [Humorous AI-Forward Spots](https://www.trendhunter.com/trends/act-like-you-know.md) - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Comedic Villain EV Commercials](https://www.trendhunter.com/trends/gm-dr-evil.md)