Lemmy is singing for Kronenbourg in a campaign to “slow down the pace”.
The ad agency BBH spent a day in the studio getting the song to a level that Lemmy would approve.
The metal legend joins a handful of other rock stars who have moved over to the dark side of the ad world in the past year. Iggy Pop sold out to an insurance company and John Lydon blew his cred on a butter ad, Lydon has never been one to mind the bollocks when the cash comes along.
He recently sold the Sex Pistols ‘Pretty Vacant’ to an online betting company for a commercial.