Lemmy re-records Ace of Spades for beer advert
Motorhead frontman Lemmy is to become the unlikely face of a new marketing campaign after re-recording rock classic Ace of Spades for a TV ad by beer brand Kronenbourg.
The heavy metal star will follow in the footsteps of the Sex Pistols' John Lydon and Iggy Pop in appearing in ads when Kronenbourg's "Slow Down the Pace" campaign breaks on Sunday.
The ad shows fast-living Lemmy, whose dalliances with drink, drugs and women are the stuff of rock 'n' roll legend, in a more reflective mood as he plays a downtempo version of Ace of Spades.
Matt Doman, creative director at BBH, the agency behind the campaign, told The Independent that Lemmy "was quite challenging but really because he's very protective of the track. We spent a rollercoaster of a day with him in the recording studio."
Last month the Sex Pistols agreed for their song Pretty Vacant to become the unlikely soundtrack of a William Hill campaign.