Online insurance company swiftcover.com is launching a £25 million advertising campaign fronted by Iggy Pop.
Created by advertising agency MWO, the campaign launches swiftcover.com's new strategy "Get a Life", using the Godfather of Punk to highlight the time saving hassle-free service provided by the wholly online insurance company.
In the ads, Iggy will be embracing his "online life" and how it provides efficiencies and cost savings to enable consumers to "Get a Life".
One execution of the TV advert underlines the convenience of safely storing documents online, with Iggy reminiscing that he hasn't seen his birth certificate for years. Another focuses on the ability to request a quote in 60 seconds.
Tina Shortle, marketing director at swiftcover.com, said: "The new campaign is an exciting step for swiftcover.com and one which we think will create great stand out in this highly competitive marketplace."
Tim Mortimer, managing director at MWO said, "The insurance market is not known for great advertising, and we took the opportunity to change that. Our online lives can give us the ability to run our lives better and more efficiently. I don't think anybody has explained this properly through a big advertising strategy, until now."