June 6, 2011
Premium lager brand Kronenbourg 1664 will unveil a new advertising execution featuring legendary British pop band, Madness on Saturday (June 4). The latest ad in the brand’s Slow the Pace campaign sees the band performing a slowed down version of their iconic track, ‘Baggy Trousers’, which has been specially re-written by the band for Kronenbourg 1664 more than 30 years after it was first released. The integrated campaign will be activated through national TV advertising, a short documentary film, a print campaign and in social media with activity living in YouTube, Twitter and Facebook.
The Slow the Pace campaign is rooted in the idea that Kronenbourg 1664 is a beer that deserves to be savoured slowly. The new advert is the second in a series of unique musical experiments devised by BBH in which artists are commissioned to re-write and record a slowed down, chilled out version of one of their most famous fast tracks. The first ad in the series launched in October last year and starred iconic rock band Motörhead performing a slowed down version of their signature track, ‘Ace of Spades’.
The new advert will debut as a specially extended 2-minute execution in ITV’s live broadcast coverage of England’s Euro 2012 Football Championships qualifier against Switzerland, before appearing in shorter 60” and 30” formats. Set in an intimate and relaxed French bar, we see Madness’ frontman Suggs casually leaning over a table, singing the lyrics to ‘Baggy Trousers’ at a much slower pace than we would expect. A band member is gently playing along on the piano, whilst another joins in with an accordion and someone else strums his bass guitar. In a subtle nod to the band’s manic personality their saxophonist, who is seated at another table, is then slowly lifted from his chair by a wire attached to the ceiling fan above him. The other patrons in the bar are seemingly unaffected by the goings on and continue to savour their cool pints of Kronenbourg 1664 in the relaxed, slow atmosphere.
The short documentary film charts the the process of the band re-writing the track in the studio. All film assets will be housed on http://www.youtube.com/kronenbourg1664. The new ‘Baggy Trousers’ will be available on iTunes from June 6 and a free sample version can be downloaded at www.k1664.co.uk or http://www.facebook.com/Kronenbourg1664.
Bruce Reinders, Brands Director –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.”
Matt Doman and Ian Heartfield, Creative Directors at BBH, said: “For the second ad in the campaign we wanted a band that had a visual element, a theatrical side to their performance, so that we could slow things down visually as well as musically. Madness fitted the brief perfectly.”