Iggy Pop to front £25 million car insurance ad campaign

swiftcover.com, the UK's only online insurance company, is launching a major £25 million advertising campaign fronted by 70's rock icon Iggy Pop.

Launching Sunday, 4 January 2009, the new campaign marks a step change in car insurance advertising.

The ad campaign launches swiftcover.com's new strategy "Get a Life", using Iggy Pop to highlight the time saving hassle-free service provided by the wholly online insurance company. In the ads, Pop 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 time saved using swiftcover.com's service, particularly 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. As the only online insurer, we feel this new and unique approach reflects our positioning as a young and innovative company."