Beer and music do match. This was proved by numerous partnerships and collaborations with performers launched by many brands including Heineken, Grolsch, Carlsberg, as well as premium lager brand Kronenbourg 1664, which is to release a new music-centered addition to its ‘Slow the Pace’ campaign, devised by BBH. Just like Levi’s did within its ‘Pioneer Session’ where celebrated artists were remaking popular songs of past decades, the beer brand is helping old tracks be heard again and live a new life but with the same musicians.

Last October, the campaign was launched in the U.K. with an ad featuring iconic rock band Motörhead performing a slowed down version of ‘Ace of Spades,’ which is one their most well-known songs. To spread the word about the extension and engage more consumers, the brand kicked off a competition on Facebook challenging its fans with a task to guess which song will be the new to ‘live the new life’ after watching an introductory video, where the musicians are disguised and the only thing people can hear is some tunes from the rehearsal in the studio. The winner received a trip for two to Paris, and the right answer was ‘Baggy Trousers’ by legendary British pop band, Madness—the advert starring the musicians, who perform the new interpretation of their hit first recorded over 30 years ago will premier on June 4.

Both of the songs—‘Ace of Spades’ and ‘Baggy Trousers’—are ‘chilled out’ versions of the original hits, and the decision to make the remakes in the ‘relaxed’ tone is explained by the idea of the campaign, which encourages to ‘Plow the Pace’ and savour your live (and beer) slowly. There’ll be three versions of the new advert—2 minute commercial will be aired during live broadcast coverage of England’s Euro 2012 Football Championships qualifier against Switzerland will be followed by 60” and 30” ads, shot in a relaxed atmosphere of a French bar.

“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 Motörhead’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,” commented Bruce Reinders, Brands Director Premium Lagers at Heineken U.K..