The UK arm of Heineken has lined up an advertising push for its Kronenbourg 1664 , featuring the rock band Motorhead.

The unit said yesterday (27 October) that a campaign, entitled ‘Slow the Pace’, will see Kronenbourg return to UK TV screens for the first time since 2006, when it was owned by Scottish & Newcastle. The first execution shows rock band Motorhead performing a slowed-down version of  ‘Ace of Spades’. Over the next 12 months, Heineken UK will team up with other musical artists and record slowed-down version of their well-known tracks.

The rest of the campaign includes press and digital advertising, a short-film documentary and a social media activity.

“Showing Motorhead performing a … different version of ... ‘Ace of Spades’ is an ... innovative way to deliver the consumer message that Kronenbourg 1664 is a beer that is brewed to be enjoyed slowly,” said Lucas Bergmans, senior brand manager for Kronenbourg at Heineken UK.

The newly-recorded version of 'Ace of Spades' is available to download here.