Swiftcover were the ones with the clucking chickens. Clearly no-one liked them so they've been killed off and replaced with anothy scrawny animal, Iggy Pop. The ad now has 'attitude' and with its fast-paced editing, oblique shots and pounding soundtrack more closely resembles something you'd catch on MTV2. This is a massive leap in tone and style. It's like Alan Bennett switching to txt spk.
To which demographic does Iggy Pop appeal? Everyone or no-one bar a few brain-fried old rockers? Is Iggy Pop someone you'd want to buy insurance from? And lively though the ad undoubtedly is, it took a few viewings before I realised it was for car insurance (it is for car insurance, isn't it?). I feel it's trying too hard to be 'alternative'. I'm not sure general insurance products can ever be angry, let alone hip. And while Swiftcover rightly wants to achieve stand out, insurance advertising still has to deliver on hygiene factors such as cost saving, benefits and ease.
I never liked the chickens and this is a brave attempt to be different, for which it must be applauded. But it's just too manic for this market and I predict heroic failure. Sorry. Next time, why not ask that nice James Blunt? He drives tanks, you know.
