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Metalheads worldwide are quoting Nietszche in the wake of Motörhead singer/bassist Ian "Lemmy" Kilmister's death on Monday, but some may not have noticed he was in a Kronenbourg 1664 ad back in 2010.
1664, a beer brand owned by Heineken, got Motörhead to record an acoustic blues version of "Ace of Spades" for its "Slow the Pace" ad campaign from BBH London, advancing the idea that 1664's complex flavor needs to be savored.
True to form, Lemmy's explanation for why Motörhead went commercial was an honest one.
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