Swiftcover introduces 'Little Iggy' in £30m push

LONDON - AXA-owned car insurance brand has unveiled its latest £30m ad campaign featuring 70s rock star Iggy Pop.

The TV, radio, outdoor and digital campaign, created by ad agency MWO, introduces a new ‘Little Iggy' puppet character. Social media activity will promote ‘backstage footage' from the ad.

Last year, Swiftcover's controversial ad, featuring the strapline ‘Get A Life', was banned by the Advertising Standards Authority (ASA) as at the time entertainers were ineligible for the insurer's products.

Tina Shortle, marketing director at, said: ‘Iggy loved the fact that last year's campaign stirred up a lot of emotion, so this year we've played on the controversy with even more irreverent humour.'

‘The introduction of ‘Little Iggy' allowed Iggy to play against type and become the chilled-out, golf-playing rock star whilst ‘Little Iggy' causes havoc,' added Shortle.