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Lemmy slows the pace for Kronenbourg

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Posted by Eliza Williams, 26 October 2010, 9:45    Permalink    Comments (16)

BBH London is behind this new TV spot for Kronenbourg, which features Motörhead performing a slowed-down version of Ace of Spades in a French bar...

The spot is the first in a series of ads that form the Slow The Pace campaign, which aims to encourage Kronenbourg drinkers to savour the flavour of the lager (but presumably not drink less of it). It will be followed by other ads in which musicians are commissoned to produce more mellow versions of famously fast tracks.

A YouTube channel hosts additional behind-the-scenes footage from the Motörhead shoot, and you can download the track for free online at k1664.co.uk.

Credits:
Agency: BBH London
Creatives: Matt Doman and Ian Heartfield
Production company: Pulse Films
Directors: Will Lovelace and Dylan Southern at thirtytwo
Post production: Lisa Vaughan at Absolute Post

16 Comments

Warty!
Gordon Comstock
2010-10-26 11:01:22


I like it, especially the 'slowed' down version of the Ace of Spades, but I can't help thinking it would be better suited to a Jack Daniels commercial?
Andy Russell
2010-10-26 11:55:30


Brilliant!
Tom
2010-10-26 12:48:42


beautifully shot. amazing.
tony little
2010-10-26 12:55:33


I agree with Andy. A really good advert, great song and an idea that could be used for other artists – bossa nova Smack My Bitch Up?

But for Kronenbourg it seems mis-matched. Jack Daniel's would be an obvious choice for Motorhead, but any aged spirit or beverage that has taken time and care to produce would be better for 'Slow the pace'. I can't imagine people taking the time to savour Kronenbourg on a Friday night in Wetherspoons.
Ed Wright
2010-10-26 13:15:25


This is gorgeous at every level.
Eddy Pearce
2010-10-26 13:33:11


I agree Eddy. Except the Kronenbourg... Kronenbourg is not gorgeous, bleurgh!
Melon Collie
2010-10-26 13:54:19


Really well shot, but have to agree with the first comment it would be better for Jack Daniels - Grant
Corporate Photographer
2010-10-26 14:56:17


Lemmy is God
Elin B
2010-10-26 15:03:28


I was disappointed to hear who awkward he was on shoot though, it rather ruined it for me. Lenny is a diva, who would have known.
Lady Red
2010-10-26 15:11:33


Nice bust..
Graphic Design Manchester
2010-10-26 16:00:11


I'd buy it. The track not the beer!
Joanna
2010-10-26 17:51:12


Better than the san miguel spots "It's not a quick beer".
Scott
2010-10-27 09:21:37


Really nice. Especially as it turns the usual responsible drinking handcuff in to a plus point. In fact the whole point.
alex
2010-10-27 16:51:11


I loved the song, agreed that I don't quite get why they have motorhead promoting a french beer! but the concept is really strong.
Ben Champion Stevenson
2010-10-28 20:05:32


Amazing soundtrack great advert
Nish Patel
2010-11-05 08:29:46


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