The ads, which star TV comedian Paul Whitehouse in a fly-on-the-wall scenario set in a hairdressers, break on 4 October after the Arsenal V Blackburn Rovers Premier League match on Sky Sports.

The TV spots will then run on terrestrial channels for four-weeks.

Whitehouse has previously starred in Aviva adverts for car insurance as a Plymouth Argyll fan driving to a match.

Brian Spinks head of sales and marketing at Aviva, says: “The advert has been designed to encourage more businesses to appreciate the expertise and knowledge that the broker can bring. Creating an advert that specifically supports the broker channel helps demonstrate our commitment and we hope brokers will be pleased with the end result.”

The insurance company announced in September it was to review its global media planning and buying accounts with a view to consolidating its operations.