Kronenbourg gets a touch of Madness

27 May, 2011

Madness are the latest heritage pop and rock act to be signed up to do a Kronenbourg 1664 ad.

The group will follow Motorhead who previously fperformed a slowed down version of their Ace of Spades for the brand’s Slow the Pace campaign.

The Madness contribution breaks on June 4 and involves a slow version of their 1980 single Baggy Trousers.

The ad will appear on TV and there will be a short documentary film on the recording of the song on You Tube.

The commercial’s first appearance will be a two-minute version during the England-Switzerland football match on ITV.

Bruce Reinders, brands director for premium lagers at Heineken UK, said: “Our collaboration with Madness has created a powerful production which captures the brand’s provenance as a premium quality French beer that deservees to be savoured.”




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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