Taking pride of place in our own - œWhen Rock Heroes Make You Cringe’ feature, Iggy Pop’s TV ad for Swiftcover insurance has been taken off the air. In the ad, the invincible punk icon makes a real boob of himself: skipping around a soundstage in all his craggy glory spouting lines like, “Swiftcover: cause I’ve got a life and I’m not wasting it anymore!”

However, it was the quote, “I got it Swiftcovered. I got insurance on my insurance!” that landed the British company in hot water. 12 people complained to the Advertising Standards Authority when it came to light that Swiftcover actually doesn’t cover entertainers and musicians. The ASA has now deemed the ad is unsuitable to be aired in its current form.

The report reads: “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.”

Here’s one of Iggy’s ads for Swiftcover. Prepare to be rubbed the wrong way.

And if you missed it, have a cringe at this and other misguided rock star moments here.