Arriva Aviva!

Brief: take a company whose name suggests heritage and history and give it a name that means nothing and suggests bland corporate nothingness. Next, take 4 celebs, 3 of whom have probably never heard of Norwich Union and pay them an enormous amount of cash (Aviva’s not a charity after all) to explain why they changed their own names. Finally, add on a ludicrously unbelievable rationale that a name change allows us to be who we’ve always wanted to be. End result, no one comes out looking better than when they went in.

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