Lemmy slows the pace for Kronenbourg
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Lemmy from Motörhead is to star in a new ad for Kronenbourg 1664, which positions the beer as one to be “enjoyed slowly.”
The veteran rocker has recorded a slower version of Motörhead’s iconic Ace of Spades for a new TV ad, which launches on 24 October.
The 60 second spot, created by BBH, was shot in a French bar and shows customers chatting while the new version of the song plays, and features singer Lemmy on harmonica.
The campaign will be supported by a print and social media campaign, and a branded Youtube channel which will include a documentary showing the band re-writing the track in the studio.
Press ads will continue with Kronenbourg 1664’s existing positioning as a premium French beer emphasising its “rich flavour and provenance.”
Lucas Bergmans, senior brand manager of Kronenbourg 1664, says: “[The campaign is] a powerful and innovative way to deliver the core advertising message that Kronenbourg 1664 is a beer that is brewed to be enjoyed slowly - in any circumstances.”
Readers' comments (1)
James | Mon, 25 Oct 2010 11:12 am
Completely love it!
Lemmy's voice in all its cool, strained richness suggests the impact of the product - certainly makes me thirsty.
But they could have had the Ugly Dog Skiffle Combo doing the music - for a lot fewer euros!
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