LEMMY Admits Money Was Sole Reason He Allowed 'Ace Of Spades' To Be Used In Beer Commercial

January 11, 2011

MOTÖRHEAD singer and bassist Lemmy Kilmister has admitted to Q magazine that money was the sole reason behind him allowing the band's classic track "Ace of Spades" to be used in a TV commercial.

Heineken U.K. brought Kronenbourg 1664 back to the small screens with the first TV support for the premium lager brand since 2006 with the launch of "Slow the Pace", a new integrated advertising campaign which broke last fall.

The first execution in the new campaign showed MOTÖRHEAD performing a slowed down version of "Ace of Spades".

30 years to the month since it was first written, the track was specially re-written by the band for a Kronenbourg 1664 campaign that encompassed TV, press and digital advertising, a short-film documentary and a social media activity.

"It's a sign that we got paid a lot of money by a beer company. They asked us to do it and I said yes," Lemmy said. "How much? None of your business."

"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 ad, which launched 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.

Lucas Bergmans, Senior Brand Manager - Kronenbourg 1664 at Heineken U.K., 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."

New version of "Ace Of Spades":

Commercial featuring MOTÖRHEAD:

Behind the scenes from MOTÖRHEAD's recording sessions for new version of "Ace Of Spades":

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