Iggy Pop reprises his role as the voiceover for On The Beach in an ad looking back at the strange events of 2020.
In his distinct gravelly tones, the rock icon delivers a moving monologue that recalls anecdotes such as stockpiling loo roll, working from home and sanitising our hands enough to last a lifetime. But he ends on a hopeful note, encouraging people to look forward and remember that the beach will be ready when we are. "We got angry, we got sad, we cried. But we picked ourselves up and we started again, knowing that the sun is always shining somewhere," he says. "At some point someday you’ll be on your dream holiday, thinking ‘Is it too early for a drink?’"
The spot is set to an orchestral interlude from the track Sunday, off Iggy's latest album Post Pop Depression. It was directed by Uncommon executive creative director Sam Walker through Pulse Films.
After launching on ITV’s Britain’s Got Talent on Christmas Day, it will run across TV, online and social media through the end of February. It will also feature a media partnership with Amazon Prime. The7stars handled media planning and buying.
"This will pass. Sometimes it takes the perspective of someone who has seen a lot in their life to make you realise that. Iggy growls the first words, your shoulders drop, and hope returns," Uncommon co-founder Nils Leonard said. "Never mind the worst week of someone’s life, what about a year in the life of the UK? We wanted to say it like it is, so we needed a voice that has seen it all. Two minutes in Iggy’s company can make anyone feel better, hopefully everyone."