Kronenbourg gets a touch of Madness

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.”