The band has recorded a slowed-down version of its Ace of Spades hit for the ad, which marks a return to TV for the Heineken UK brand. There will also be press and digital ads, social media activity, and a short film documentary will appear on You Tube.
The decelerated track, where front man Lemmy swaps his customary guitar for a harmonica, is designed to communicate the campaign’s Slow the Pace theme, positioning it as a beer to be savoured.
Another Heineken UK lager has launched an ad campaign in London. Activity for Tiger is focused on the Tube network in a bid to reach the beer’s target “young, urban, adult” audience. It comprises escalator panels and six-sheet posters with barcodes to enable consumers to use their phones to take them to a Tiger Facebook page.
Senior brand manager Jason Wills said: “Our advertising is designed to engage with our young male target audience in a creative way to build a relationship with them.”?Meanwhile, Tiger brand owner Asia Pacific Breweries has denied axing Wayne Rooney from a marketing drive. The troubled Manchester United footballer was in an ad as part of a broadcast sponsorship of coverage of the English Premier League in south east Asia.
An APB spokeswoman said the ad had been withdrawn because it was originally intended to be screened to coincide with last summer’s World Cup.