Motorhead Star in Kronenbourg 1664 ‘Slow The Pace’ Ad Campaign With Brand New Version of ‘Ace Of Spades’

Motorhead Star in Kronenbourg 1664 ‘Slow The Pace’ Ad Campaign With Brand New Version of ‘Ace Of Spades’ ‘As eardrums batten down the hatches, Motörhead’s blistering, sociopathic hard rock confirms they are one of the few bands left whose sounds can be justifiably described as “the devil’s music”.’ The Guardian, 2009 London Friday 25th June – Kronenbourg launch new ‘Slow The Pace’ campaign with stars Motörhead playing a never-before-heard, stripped down version of their seminal track ‘Ace Of Spades’. ‘Slow the Pace’, the new integrated advertising campaign for premium lager brand Kronenbourg 1664, which aired for the first time yesterday, features Motörhead performing a slowed down version of their signature track, ‘Ace of Spades’. 30 years to the week since it was first released, the track has been specially re-written by the band for the Kronenbourg 1664 campaign which encompasses TV, a short-film documentary, a print campaign and a social media outreach with a branded Youtube channel. The campaign launched with a reworked version of Motörhead’s insanely fast track, ‘Ace of Spades’ . The ad, which will appear 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 the process of the band re-writing the track in the studio, which you can watch here and the track will be available for download at as of Sunday 24th October. As if this was not enough of a sensory treat, ‘Lemmy’ the rockumentary based on the band’s notorious front man, saw it’s UK debut on Saturday 23rd October, to great acclaim. If one man has come to epitomise rock and roll it is Lemmy. Over the past 35 years no other artist has had such an enduring impact on heavy metal and with his 65th birthday approaching on Christmas Eve, Lemmy is rocking harder than ever. Now discover what it is that has made this musician a cultural icon recognised and respected far beyond the confines of rock music in Lemmy, released on DVD by Entertainment One on 25th January 2011. It will also see a theatrical run in selected cinemas throughout the UK from 3rd December. Support for the upcoming 35th Anniversary tour will come from Michael Munroe (with a band featuring bassist SAMI YAFFA Hanoi Rocks, New York Dolls and Joan Jett & the Blackhearts; guitarist GINGER who has dazzled audiences over the world with his band The Wildhearts. Also on guitar is STEVE CONTE, the New York Dolls. Rounding out the band is drummer KARL “ROCKFIST” ROSQVIST, Chelsea Smiles and Danzig) and Skew Siskin. Having spent the last three and a half decades proving that as far as they are concerned, everything really is louder than everything else, Motörhead will pull out all the stops to make sure that their 35th Anniversary tour is not one to be missed. On the band’s 35th Anniversary tour, Lemmy had the following to say: ‘35 years and still going, who would have thought- almost like f***ing matrimony and no divorce in sight’ Make sure you’re down the front to celebrate with them when the tour thunders through a city near you this November. “When it comes to rock n roll you need something to believe in. Integrity means everything. To me, more than any other rock musician, Lemmy is the baddest motherfucker in the world” Dave Grohl Motörhead With Michael Munroe and Skew Siskin NOVEMBER 2010 Monday 8 Aberdeen AECC Tuesday 9 O2 Glasgow Academy Wednesday 10 Newcastle City Hall Friday 12 Blackburn King Georges Saturday 13 Llandudno Arena Monday 15 Derby Assembly Rooms Tuesday 16 Manchester Apollo Thursday 18 Leicester De Montfort Hall Fridy 19 Bristol Colston Hall Sunday 21 Southampton Guildhall Monday 22 Cambridge Corn Exchange Wednesday 24 Wolverhampton Civic Thursday 25 O2 Leeds Academy Saturday 27 O2 Brixton Academy Sunday 28 Brighton Centre Tickets onsale now, priced at £32.50 London / £26.00 regionally (subject to booking fee) and are available from



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