This spot puts us on a deep sea fishing boat with an eager group of novice scuba divers eager to embark on an ocean adventure under the guidance of their expert instructor.

"So what brings your guys down?" asks the instructor.

"We won this trip. We're top performers at our insurance company," responds one of the vacationers. You can see the instructor's attitude change as he's less than enamored with the insurance business.  He proceeds to tell his "students" that "today's your lucky day. You're going to swim with that fun loving school of dolphins out there."

The camera reveals several shark fins jutting out from the water, swimming about in a circle. As the vacationers dive into the drink at the behest of their tour guide, they hear such expert advice as "splash around--they love it." Meanwhile the instructor is throwing bloody bait into the sea next to draw the sharks to their human prey.

The spot then cuts away to a spokesperson on board the boat who relates, "Some people really don't like insurance." He proceeds to tell us how Aviva wants to change that. "Our claims service guarantee is just one way Aviva is changing insurance."

Accompanying the Aviva logo is a website address changeinsurance.ca.
This darkly humored spot was directed by Mark Gilbert of Untitled Films, Toronto, for agency Taxi, Toronto. The core Taxi creative team consisted of copywriter Stefan Wegner, art director Nathan Monteith and producer Aggie Brook.

Peter Davis exec produced for Untitled, with Michael Schenk serving as producer. The DP was Robert D. Yeoman.

Editor was Tanis Darling of Relish, Toronto.