Kronenbourg 1664 Slow the Pace

Kronenbourg 1664 has launched a new phase in the Slow The Pace campaign in the UK with a commercial featuring a slow version of “Baggy Trousers” by 1980s pop group Madness. The Slow The Pace campaign, encouraging people to savour Kronenberg 1664 beer slowly, involves national TV adverts, a short documentary film, a print campaign, and social media through YouTube, Twitter and Facebook and continues to promote the notion that Kronenbourg 1664 should be savoured slowly. The first commercial, launched in October 2010, featured Motorhead slowly performing Ace of Spades. Kronenbourg 1664 worked with Absolute Radio to invite members of the public to guess the next band in the campaign, vying for a trip for two to Paris.

Kronenbourg 1664 Slow The Pace


Click on the image below to play the Baggy Trousers reveal video in YouTube (HD)

Click on the image below to play the Baggy Trousers documentary video in YouTube (HD)

Click on the image below to play the Baggy Trousers Madness advert in YouTube (HD)

Click on the image below to play the 30 Second Ace of Spades ad in YouTube (HD)

Click on the image below to play the 90 second Ace of Spades documentary video in YouTube (HD)

Click on the image below to play the 4.50 Ace of Spades documentary video in YouTube (HD)

Click on the image below to play the Slow the Pace competition video in YouTube (HD)

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.”

Credits

The Kronenbourg 1664 Slow The Pace campaign was developed at BBH London by creative director/art director Matt Doman, creative director/copywriter Ian Heartfield, agency producers Michelle Kendrick (Ace of Spades) and Georgina Kent (Baggy Trousers), digital producer Alice Bullimore and Tove Svensson, team manager Nic Manser, team director Helen James.

Filming for Ace of Spades was shot by directing duo Thirtytwo (Dylan Southern and Will Lovelace ) via Pulse Films with producer Mark Harbour, and director of photography Manel Ruiz. Sound was produced by Jack Sedgwick at Wave Studios. Post production was done at Absolute Post by producer Lisa Vaughan. Editor was Leo Scott at Speade.

Filming for Baggy Trousers (Madness) was shot by director Andy McLeod via Rattling Stick with director of photography Franz Lustig, producer Kirsty Dye and production designer Jaroslav Bonish. Post Production was done at Big Buoy and The Mill. Editor was Paul Watts at The Quarry. Sound was produced by Jack Sedgwick at Wave Studios. Photographer was Hamish Brown.

  • sean Maguire

    Hi, just a wee note to let you know that, in my opinion, the Kronenbourg ‘slow the pace’ Ad Campaign is second to none. These are the best adverts i have seen in a long time, and who would have thought that you could slow down two songs such as ‘The Ace Of Spades & Baggy Trousers’ and still make them sound so unique. I was wondering, do you have a site or competition even, that invites ideas/entries for a slowed down version of other iconic past UK hit records, which would be perfect for future/upcoming adverts in this campaign ?

  • paul halliday

    keep slow the pace original. if the artist has already done a slow version, do not proceed. however blondie – hanging on the telephone and practically any song by the sex pistols could be suggested.