David Bowie's son ZOWIE has changed his distinctive name to Duncan Jones as he is desperate to make it as a movie director without displaying his famous roots. Jones, 34, who directs fashion commercials, admits he loves his unusual moniker, but he no longer wants to be in the shadow of his HEROES star dad. He says, "I'm fond of it, and it's the most obvious reminder of my background that I have. "But I don't use it because I want to make a career on my own terms. "I think if I was a director called Zowie Bowie the name alone brings so much baggage it immediately allows people to feel, 'Oh, he's just got where he is by using his name.' "Duncan Zowie Hayward Jones is my name in my passport, I'm not making it up, but I'm not trying to rub people's faces in it as to who my dad is."