After the flood of complaints about the adverts, Aviva was forced to issue a statement. 'We are reviewing with interest all comments,' it read. 'We are aware that the approach we've taken is different to the norm.'
HOW I SEE IT
Sacha Deshmukh, CEO, MHP Communications
It should have been a sure-fire hit, but what a disaster.
You can tell Aviva's creatives wanted to devise the next Gold Blend or BT family. A soap within a soap. But they failed to take into account the core aim of the Downton viewer. Downton is all about escapism, and a final chance on a Sunday night to forget about the cares of the modern world.
What was Aviva thinking in giving us such a hideous tale of motorbike accidents and endless back and forth about whether the character could go back to work?
The dreadful creative premise was compounded by a failure to then manage the social media storm. Who doesn't watch Downton while tweeting or Facebook-ing? So the protest spread instantly and is still bubbling away. This is a definite miss.