Downton’s Aviva Screen of Yellow nothingness

Having watched the first series of Downton Abbey through the miracle of modern digital technology that is the box set, it has been hard going the second time around, relegated to viewing as the episodes are broadcast on ITV.

It is not the five advertisement breaks. I don’t mind, really. They are handy for putting the kettle on, or uncorking something appropriate to watch what is entertaining fodder, though I do fear it does legitimise class divisions and exploitation. Who knew the nobility were so fair and broadminded? Marx never considered that did he.

The problem is the endless ads for Aviva, with a plotline that is pretty hard to follow, or maybe it is just me. It is all very tedious. It was only when online that I confirmed the ads had two separate plotlines in them.

Anita Singh writing in the Daily Telegraph explains all when she writes that, “Aviva ran 10-second adverts – known as ‘idents’ – at the beginning and end of each commercial break”, which “dramatised the real-life story of Gary, a customer who suffered a motorcycle accident and lost his job as a result.”

Not content with putting their name on a stadium, rugby competitions, Norwich City in the premiership and then in the case of Ireland, seemingly ready to flee the market they are so busy promoting themselves too. We now also have to deal with the yellow screen of Aviva nothingness at the beginning and end of every ad break.

On Aviva’s website they write that:

“At the start, end and ad breaks of all Drama Premieres series you’ll see a story unfold, based on the experiences of some of our real-life customers.

“At Aviva we see people every day with dramas of their own. From the hugely traumatic through to those seeking peace of mind, we recognise that each person, each drama and each story is different. That’s why we’ve been able to showcase two real and completely different stories in our advertising.”

Thanks Aviva. This is so inspiring.

Next time, you could have two stories about the workers who are losing their jobs in Ireland for a company who still have seemingly endless resources to put their name in inappropriate places.