Madness to 'slow the pace' of latest Kronenbourg 1664 ad

A new advertising campaign from Kronenbourg 1664 will launch this week featuring eighties pop group Madness.

The ‘Slow the Pace’ campaign will run across national TV adverts, a short documentary film, a print campaign an social media through YouTube, Twitter and Facebook and continues to promote the notion that Kronenbourg 1664 should be savoured slowly.

This is the second in a series of music experiments devised by advertising agency BBH which was commissioned to re-write and record slowed down versions of famous songs by various artists.

The first, which was launched last October, featured Motorhead performing Ace of Spaces.

The debut of the advert will take place during England’s Euro 2012 qualified against Switzerland, and feature a specially extended two-minute execution on ITV, before appearing in 60 and 30 second formats.

Bruce Reinders, brands director for Premium Lagers at Heineken UK said: “ The innovative concept behind Kronenbourg 1664’s Slow the Pace campaign has attracted significant acclaim and consumer interest with 20,000 downloads of the Kronenbourg 1664-inspired version of Motorhead’s classic track being snapped up in a matter of days of the campaign launch. Our collaboration with Madness has created an equally powerful production which captures perfectly the brand’s provenance as a premium quality French beer that deserves to be savoured slowly.”

The short documentary will cover the process of the brand rewriting ‘Baggy Trousers’ which will also be available to download.

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