MOTÖRHEAD mainman Lemmy Kilmister has re-recorded the band’s legendary ‘Ace Of Spades’ at half the tempo as a blues number for use in an advertising campaign for Kronenbourg 1664 titled Slow Down The Pace. Check out the commercial, as well as behind-the-scenes footage from the recordings below.
BraveWords.com recently received the following press release regarding the campaign:
Heineken UK is bringing Kronenbourg 1664 back to the small screens with the first TV support for the premium lager band since 2006 with the launch of ‘Slow The Pace’, a new integrated advertising campaign which breaks this week.
The first execution in the new campaign shows iconic rock band Motörhead performing a slowed down version of their classic track, ‘Ace Of Spades’.
30 years to the month since it was first written, the track has been specially re-written by the band for a Kronenbourg 1664 campaign that will encompass TV, press and digital advertising, a short-film documentary and a social media activity..
‘Slow the Pace’ is rooted in the idea that Kronenbourg 1664 is a beer with a lingering complexity that deserves to be savoured slowly. The concept will be brought to life over the next year in a series of executions based on unique musical collaborations with leading artists commissioned to re-write and record a slowed down, chilled out version of one of their most famous fast tracks.
The campaign begins with a reworked version of Motörhead’s fast and furious, ‘Ace of Spades’.
The ad, which will launch as a 60-second TV execution, was shot in a French bar and shows patrons relaxing and chatting while Motörhead play the new version of the song, with founder member and lead singer Lemmy on harmonica rather than his familiar electric bass guitar.
The film documentary charts the process of the band re-writing the track in the studio through to the ad shoot. All film assets will be housed on www.youtube.com/k1664. The track will be available for download at
Lucas Bergmans, Senior Brand Manager – Kronenbourg 1664 at Heineken UK said, “Showing Motörhead performing a memorably different version of their legendary ‘Ace Of Spades’ track as they enjoy Kronenbourg 1664 is a powerful and innovative way to deliver the consumer message that Kronenbourg 1664 is a beer that is brewed to be enjoyed slowly – in any circumstances.”
The TV campaign will be supplemented by a series of product -focused national newspaper advertisements which will reinforce Kronenbourg 1664’s positioning as a premium French beer with a rich flavour and provenance that is fully appreciated when savoured slowly.