Iggy Pop’s Swiftcover ads get banned by the ASA

Iggy Pop

The punk legend's foray into the murky world of insurance sales ends as it is revealed that he wasn't eligible for the products he was promoting

LAST UPDATED AT 13:30 ON Wed 29 Apr 2009

A car insurance advert starring ageing rocker Iggy Pop has been pulled from TV because the insurance service he was endorsing refused to cover people working in the entertainment industry.
The adverts for Swiftcover featured Iggy writhing around in a purple studio while declaring "I got it Swiftcovered. I got insurance on my insurance." The Advertising Standards Authority (ASA) deemed it misleading. Following complaints from 12 viewers, the ASA said: "We noted that Swiftcover was using a well-known musician and entertainer, Iggy Pop, to promote their online car insurance service, but that their website specified they did not cover drivers working part or full-time in entertainment."
Since the complaints, AXA UK, which owns Swiftcover, has decided to reverse its policy of not insuring entertainers. "Iggy Pop and Swiftcover have made motor insurance interesting ... sending our sales soaring almost a third," said Tina Shortle, Swiftcover's marketing director. "We appreciate some musicians were disappointed they could not get 'Swiftcovered', so we now insure musicians."
Swiftcover has also said that it picked Iggy Pop - real name, James Newell Osterberg Jnr - for the adverts because of his reputation for living in the fast lane and made no reference to his career as the energetic front man of punk band The Stooges and then as a solo artist. · 

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