He Sells Beer, Sells Chips, It’s All The Same To Lemmy

A still from the beer ad featuring Motorhead: "I'll have two massive jugs of Kronenbourg 1664, please"

A new advertisement featuring Lemmy from Motorhead playing a slowed down, bluesy, acoustic version of “Ace of Spades” started airing today for Kronenbourg 1664. The ad shows Lemmy along with band mates Mikkey Dee and Phil Campbell jamming in what looks to be a bar somewhere in France. At the end of the ad the message “Slow The Pace” appears. Since Lemmy is approaching his 65th birthday and hasn’t taken so much as a nap since 1972, that may or may not be advice he’s considering.

“The challenge was to find a well-known music artist famous for particularly fast rock tracks and get them to perform at a much slower pace,” said Lucas Bergmans, senior brand manager for Kronenbourg 1664.

My guess is that “challenge” was overcome when the beer company presented Lemmy with an enormous wad of “cash”. After all, his collection of Nazi memorabilia isn’t going to purchase itself.

"I'll be having Leni Riefenstahl's mustache comb off you then, thank you very much"

Bergmans said that getting Lemmy to represent Kronenbourg 1664 was key to targeting male beer drinkers aged 34 to 49.

At the risk of dating myself, I actually fall within the demographic that Kronenbourg 1664 is looking to attract and can say categorically that I will definitely be purchasing their beer—as soon it is on sale for cheaper than any other beer in my local liquor store.

The Kronenbourg 1664 commercial is not the first ad to feature Lemmy. In fact, the man has covered all the major food groups with appearances in ads for Kit Kat and potato chips.

Here’s a video of Motorhead performing “Ace of Spades” back in the motherfucker. This wasn’t an advertisement for anything except methamphetimine in 1980.