This was brought up in the comments to Marc’s last Iggy-centric post  - it raised some interesting points, so I thought it would be good to expand on, and to fill in the details.

He may be one of the greatest performers in modern music, the definition of a rock’n’roll animal, but to a section of the planet Iggy Pop is now best known as being that guy in those car insurance ads. This wasn’t a simple case of Iggy licensing music to an ad (as has happened before) - he actively participates in the adverts. The fact that he did them is not news but the campaign has had a few twists and turns along the way. For the benefit of the folks who don’t know the story, here’s the low down.

The Iggy Pop/Swiftcover insurance adverts debuted on British TV in January 2009. In February 2009 it was acknowledged that Swiftcover didn’t insure musicians (who were part of a “danger group” that also included gamblers, bailiffs, professional sports people, bouncers and, um, models.) An investigation was launched by the Advertising Standards Authority (after a grand total of 12 complaints - not a lot but, hey, they made a good point) and in April 2009 the ad was banned for being misleading. The company weakly claimed that they didn’t hire Iggy Pop as a musician, but rather as an actor who “loves life.”

Well, either Swiftcover turned punk fuckin’ rock or they decided to protect their investment in Iggy as, in May 2009, they changed their minds and started covering musicians in their insurance policies. Unfortunately they still don’t cover gamblers, bailiffs, bouncers, sports people or models. It’s not clear exactly why the firm won’t cover these professions, but at least now musicians can claim with them, thanks to Mr Pop. Pity about those models though -  perhaps their dainty little feet don’t contain enough muscle power to properly work a set of pedals? A company spokesperson gave this statement to the Telegraph:

Tina Shortle, marketing director of swiftcover.com, said: “Insurance premiums are based on a number of different data, including the historic claims costs for specific occupations. This means that we do not provide cover to some professions that, according to that data, have a higher level of claims costs.”

The adverts returned to the telly, and 2010 saw the appearance of the “Little Iggy” puppet. The puppet is meant to symbolize Iggy’s wildman rock’n’roll past, and how the Iggster is constantly battling to keep it under control when all he wants to do is have a quiet game of golf.

Now, regardless of your views on whether respectable artists and musicians should sell anything except themselves, credit should be due to the technical side of this campaign. The “Little Iggy” puppet is so close to the real thing that it’s creepy - the first time I saw it on a billboard I had to do a double-take and if that’s not effective advertising, I don’t know what is. The hair, the hang-dog face, the knotted muscly torso - it’s incredibly like him. Who would have guessed that in the 21st century Iggy Pop would have gone from iconic rock’n’roll wild child to insurance salesman to being at the vanguard of uncanny valley?