Swiftcover drops Iggy Pop

Swiftcover has dropped its punk icon brand ambassador Iggy Pop in favour of a new family of animated characters voiced by celebrities.

/b/g/c/SwiftCoverIggy.jpg

The insurance company has also changed tack by using Facebook as its “main portal” for advertising, although it will continue to run TV campaigns.

The new family is led by the “Swiftbrothers”, two dogs named Sid and Johnny, voiced by League of Gentleman stars Reece Shearsmith and Steve Pemberton. Other members of the family will be voiced by celebrities including Bez from the Happy Mondays, Chris Evans and Slade’s Noddy Holder.

The campaign, which will debut on Facebook from 30 December, continues the “Get a Life” strategy, which was first launched by Iggy Pop when he became the brand’s frontman in 2009.

Iggy Pop’s three year tenure as Swiftcover’s brand ambassador proved controversial, with fans and peers criticising the rocker for “selling out” and the advertising watchdog also investigated the company for his inclusion in its ads.

The Advertising Standards Authority even looked to ban one TV ad in 2009 for being misleading, as the singer would not be eligible for motor insurance policies in real life given his profession.

At the time Swiftcover said it would continue to keep Iggy Pop as its brand ambassador, as it would be “crazy” to lose him after he helped to increase awareness of the brand and sales by almost a third in the first quarter of his campaign. The company also changed its motor policies to allow musicians to be insured.

swiftbrothers

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here