Kronenbourg 1664 slows down Motörhead

Kronenbourg 1664 will launch its first TV ad by BBH on Sunday, featuring iconic band Motörhead performing a slowed down version of their signature track, 'Ace of Spades'.

The ad, 'Slow the Pace', aims to show how Kronenbourg's 1664 lager deserves to be savoured slowly.

The 30-year-old track has been specially re-written by the band for the campaign, which encompasses TV, a short-film documentary, a print campaign and a social media push with a branded YouTube channel.

BBH will bring the campaign idea to life through a series of musical experiments where artists are commissioned to re-write and record a slowed down, chilled out version of one of their most famous fast tracks.

The 60-second ad is filmed in a French bar and shows fans relaxing and chatting while Motörhead plays the new version of the song. Founder member and lead singer Lemmy is shot playing the harmonica rather than his familiar electric bass guitar.

The film documentary charts the process of the band re-writing the track in the studio.

Matt Doman and Ian Heartfield, BBH creative directors, said: "We wanted to bring to life the idea that Kronenbourg is a beer to be appreciated slowly by commissioning original artists to re-record iconic fast songs at half the speed – what better way to start than with Motörhead and 'Ace of Spades'".

BBH won the Kronenbourg 1664 account in July without a pitch. The account was previously handled by M&C Saatchi.

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