Aviva has bowed to public pressure and toned down its Downtown Abbey motorcycle crash victim ads.
The insurer came under sustained attack on Twitter over its ads when first broadcast. with several viewers complaining to broadcasting regulator OfCom.
Now Aviva has made some alterations to its campaign in response to public feedback.
Sue Helmont, head of brand for Aviva UK (pictured), said: "In the first couple of weeks of Downton Abbey some viewers let us know that they felt what we had done was getting in the way of the drama they'd tuned in to watch. And we didn't want that.
"So we have changed the 'idents' and whilst we are still showing the difference we can make in our customers lives - hopefully - they will be more sympathetic with the wonderful drama that is Downton Abbey."
Helmont explained: "We've been using real customer stories in our recent marketing to bring to life the difference we can make to our customers in times of need.
"It's an approach that has been working well so far, so we thought we'd use it for our sponsorship of ITV's Drama Premiere series.
This article originally appeared on COVER's sister title Post Magazine.
