Slow Lemmy

I love the Kronenbourg ad that features Motorhead’s Lemmy singing a down-tempo version of arguably the band’s most-famous track, Ace of Spades.

The beautifully simple campaign site tells you a little about the beer’s brewing process, but also hosts several behind-the-scenes documentaries about the making of the ad. Specifically, footage from last October’s trip to a bar in France where the band recorded the song at half speed with Lemmy on harmonica instead of bass.

What makes this even more special is that Lemmy is notoriously protective of the Ace of Spades, despite claiming that he’s sick of it every time it’s raised in an interview.  Even though it’s been voted the tenth-greatest rock and metal song of all time by VH1 and the 27th greatest guitar track of all time by Q Magazine, this rework is the first time the band has taken the song back into the studio since it was originally released almost exactly 30 years ago to the day.

Plus, the wry switch of the original lyrics following the line, “That’s the way I like it baby, I don’t want to live for ever” from, “And don’t forget the joker” to “But apparently I am” is a nice nod to Lemmy’s cult status. Even though you could easily miss it. Nice work.