Kronenbourg and Motorhead show their hands

I saw Kronenbourg’s inspired ‘Slow the pace’ TV advert tonight featuring Motorhead performing a slow acoustic version of Ace of Spades in what looks like a French bar, looking every inch like it was filmed in Louisiana. Actually, it was filmed in LA, at Lemmy’s favourite bar, The Rainbow.

The advertising agency BBH have outdone themselves as it really stood out as the best piece of television advertising this week. I spoke to my boys about Motorhead and what a great rock band they are, so it was really targeted well to get 35-49 year old male lager drinkers re-connecting with an iconic band, and by association with the Kronenbourg beer brand. What was interesting for me was the way it all tied together in social media. I logged on to Facebook tonight to find my ever on-the-ball friend Stuart Curran posting a comment and a link to the YouTube video which led me to some on-set footage featured on Kronenbourg’s YouTube channel.

From there I was taken to Kronenbourg’s website where I the actual mp3 was available as a free download, meaning it will be on my iPod when I go back to work next week. I couldn’t ‘like’ the song on iTunes Ping because “it’s not currently offered in the iTunes store”

The campaign works well for Motorhead’s marketing strategy too, as it coincides with Lemmy’s London Film Festival documentary and the start of an international Motorhead tour. An astonishingly well-executed advertising campaign that seamlessly integrates Digital, achieving well-deserved coverage across the web.