Swiftcover’s Iggy Pop campaign banned
by Gill Montia
Story link: Swiftcover’s Iggy Pop campaign banned
Swiftcover’s advertisements featuring ageing pop star, Iggy Pop, have been banned by the Advertising Standards Authority (ASA).
Concerns about the £25 million campaign were raised by people in the entertainment and music industries in February, when it emerged that Swiftcover did not provide insurance for musicians.
However, the television adverts include Iggy proclaiming “I got it Swiftcovered. I got insurance on my insurance”.
Following an investigation, the ASA concluded that the advert is misleading, noting that the Swiftcover website specifically excludes cover for workers in entertainment.
In its summing up the ASA said ” Because the policy was promoted by a well-known musician, which might lead some viewers to believe the policy covered those who worked in entertainment, when it did not, and because Iggy Pop did not have a policy with Swiftcover, we concluded the ad was misleading.”
According to the AXA owned Swiftcover, Iggy was selected to front the campaign because of his reputation for living life to the full and not because of his profession.
The group therefore denied that the advertisement was ambiguous or implied that insurance was available to those in the entertainment industry.