Axa loses lust for life with Iggy Pop

Iggy Pop: rock star and Little Iggy puppet have been dropped from Axa campaigns
Iggy Pop: rock star and Little Iggy puppet have been dropped from Axa campaigns

Axa has lost its lust for life with Iggy Pop and is axing the rock star from its ads, replacing him with celebrity-voiced animated dogs.

The aging rock star has been fronting the 'Get A  Life' campaign since 2009.

Axa claimed that Pop had made motor insurance interesting for a change, along with lifting up sales.

The new campaign, created by existing ad agency MWO, features speaking dogs.

The Swiftbrothers are a boxer named Sid and a beagle called Johnny, who live in Barkswell near their Mum and Dad, Grandpa, the rest of their family, and their mates.

Every day is a new adventure for the dogs, who are voiced by former Happy Mondays dancer Bez, by radio and TV presenters Chris Evans and Noddy Holder, and League of Gentlemen duo Reece Shearsmith and Steve Pemberton.

The ad campaign will launch in the New Year, initially through Facebook, for two days on December 30 and December 31, before airing on TV from January 2 next year.

Further social media activity will continue through 2012.

Follow John Reynolds on Twitter   @johnreynolds10


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug