The veteran rocker has recorded a slower version of Motörhead’s iconic Ace of Spades for a new TV ad, which launches on 24 October.

The 60 second spot, created by BBH, was shot in a French bar and shows customers chatting while the new version of the song plays, and features singer Lemmy on harmonica.

The campaign will be supported by a print and social media campaign, and a branded Youtube channel which will include a documentary showing the band re-writing the track in the studio.

Press ads will continue with Kronenbourg 1664’s existing positioning as a premium French beer emphasising its “rich flavour and provenance.”

Lucas Bergmans, senior brand manager of Kronenbourg 1664, says: “[The campaign is] a powerful and innovative way to deliver the core advertising message that Kronenbourg 1664 is a beer that is brewed to be enjoyed slowly – in any circumstances.”