ROCKER Jim Kerr has blasted music legends Johnny Rotten, Iggy Pop and Lou Reed for appearing in 'duff' adverts.

Kerr, 49, launched a stinging attack on the trio of rock'n'roll heroes who have all lent their names to promoting various products.

Dairy Crest's £5million ad campaign featuring Sex Pistols frontman John Lydon helped boost butter sales.

But Celtic fan Kerr said reformed wild man Iggy Pop had damaged his rock credentials permanently after starring in a commercial for insurance.

The Lust For Life singer is the star of Swiftcover's ads with the slogan "Get a life. Get Swift covered".

Kerr said: "I was aghast at that.

"I thought it looked really cheap and as there was no escaping it since it appeared not only on TV but also on the side of London buses and tube station hoardings.

"The overkill of the campaign undoubtedly damaged beyond repair my image of the 'Ig' as the eternal renegade wild boy who lived by his own rules.

"Ditto regarding John Lydon's tragic butter advert.

"Meanwhile perhaps the least said about Lou Reed's attempt to interest us in Cartier jewellery the better.

"I never thought I would see the day when a triumvirate such as Johnny Rotten, Iggy Pop and Lou Reed would be involved in trying to punt us dairy products, gold bracelets and car insurance.

"But there you go."

Kerr added: "Lets be clear nevertheless, I am not criticising any of them for choosing to endorse commercial products.

"I am not that much of a puritan, we have done so ourselves and would consider future options depending on the situation that is ever changing.

"The point I am making in fact is more to do with aesthetics. The nature of the campaigns that they choose to hitch their wagons to really sucked.

"Duff beyond belief in my opinion, what more is there to be said from me.

"Simple Minds have featured in various ads throughout our career, our highlight being one Japanese spot for whiskey in particular.

"Hey, we are Scots after all. The other being an ad for Apple computers and that was a thrill to do.

"We have also turned down more than a few, including huge campaigns for burgers and fried chicken. Yuck! I am sure you can understand our refusal in those cases.

"One campaign in particular requested our 'Alive and Kicking', suggesting that they would change the chorus lyrics from 'Alive and Kicking' to 'I like fried chicken'."

Simple Minds are set to release Graffiti Soul in May.