Motörhead’s Lemmy stars in new milk ad – watch

Memorial service for late singer will be held on Saturday (January 9)

An advert featuring late Motorhead frontman Lemmy has surfaced.

The commercial promoting milk for the Finnish dairy giant Valio is 40 seconds long and is a remake of a famous 20-year-old Finnish ad. You can watch the clip below.

It features Lemmy exiting a bar and saying, “I have never drunk milk and never will” before smiling and adding “you asshole”. The script was altered to recreate the ad as a tribute following Lemmy’s death.

The endline copy reads “Ian ‘Lemmy’ Kilmister 1945-2015. We raise our glasses to you”.

It goes on to say: “This is offered in celebration of the life of a lovely, exceptional man – a man who celebrated life so vibrantly himself. This was our magical encounter with a great man and we’re honoured to share it with the world.”

“We were in the middle of post-production when the news about Lemmy broke,” said Jussi Lindholm, chief operating officer of Hasan & Partners, the marketing agency that created the film. “We are profoundly grateful to have worked with him and that Lemmy’s management feel good about the result. We discussed not airing the ad but had footage that was not part of the original script, which crystallised Lemmy’s spirit, so we agreed to change it and make a tribute.”

The ad was shot in Maunula, Finland, close to Hartwall Arena where Motörhead performed shortly after Lemmy finished the commercial.

A campaign website features behind the scenes footage, anecdotes and production stills, plus further background on the original ad and inspiration for the 2016 remake.

The late singer’s funeral will be streamed globally in Hollywood tomorrow (January 9).