Rock legend and Motörhead frontman Ian “Lemmy” Kilmister who died on December 28th was filmed in a Valio milk advertisement for international distribution when Motörhead visited Finland on December 6th. A tribute version was published on YouTube on January 7th.
“For a long time we’d wanted to make a follow-up to the I don’t drink milk ad that became very popular in the 1990s. So we came up with the wild idea of asking the rock icon to work with us. Lemmy had never thought of advertising milk and was as excited about the idea as we were,” says Valio Marketing Manager, Hanna Savolainen.
“We were sad to hear of Lemmy’s passing and grateful that we’d had the opportunity to collaborate with him. He wanted to make the ad with us and it captured his unique personality. Lemmy’s Management has encouraged people to share their stories about the legend and approved our ad.
So we’re sharing our moment with Lemmy with the whole world although not quite in the way we first had in mind. The original idea behind the ad was to introduce Valio’s innovative range of international milks.”
The first tongue-in-cheek I don’t drink milk ad was made together with the Dairy Nutrition Council and Finnish Dairy Association in 1997. It shows a man coming out of a bar who says: “I don’t drink milk, and I never will.”
The new version of the ad was produced for Valio by advertising agency hasan & partners.