what the frick is up with all these insurance ads?

First there's the change-of-name one with Bruce Willis, Elle MacPherson, Alice Cooper and Ringo Starr for Aviva. And now there's the Iggy Pop one for swiftcover.com. Meh? Maybe this will unleash a whole load more random celebrity endorsements for other financial products...Alan Titchmarsh telling me whose investment ISA he prefers perhaps?