Lion’s James Squire says ‘Ordinary Be Damned’ in Epic Campaign Film

In an epic, detail-driven piece of film work from Lion’s James Squire, independent creative company Milk + Honey United has created “Ordinary Be Damned”. It’s anything but ordinary.

Featuring a voiceover by actor Rory McCann, best known for his portrayal of The Hound in “Game of Thrones”, the spot takes aim at contemporary drinkers with the swagger of James Squire himself the ye days of olde.

The 90-second campaign spot was shot by director Justin McMillan in Tasmania and also features photography shot on location by Ian Butterworth.


“James Squire seemed destined to lead an ordinary life,” begins McCann’s narration. “He went to church, remembered his manners, respected the law…” While the narration seems ordinary enough, the visuals instead tell a story, of Squire’s epic adventures.


“Ordinary Be Damned marks a significant part of revitalizing James Squire with our first master brand campaign,” said Malcolm Eadie, portfolio director at Lion.


“Squire led a bold and intrepid life full of ingenuity, that was anything but ordinary – a spirit that continues to be relevant for consumers today.”

“James Squire and the entire Lion team will always hold a special place in our hearts and history, as one of our founding clients,” said Andy DiLallo, cofounder, Milk + Honey United.

“We set out to prove what is possible creatively even during a global pandemic and the result, we’re proud to say, is anything but ordinary.”

Says Steve Jackson, co-founder, Milk + Honey United added: “Most brands would kill for an origin story like this. But as good as it is, we didn’t want to simply tell his story. We wanted to create an enduring platform and attitude that allows James Squire, the brand, to think and act like James Squire the man; always turning up in culture just as he turned up in life.”


Client: Lion Australia
Agency: Milk + Honey United, Sydney
Production: Fortress Films
Director: Justin McMillan
Executive Producer: Ian Kenny
Editing Company: The Editors
Editor: Bernard Garry
Post Production: Alt.VFX
VFX Supervisor: Jesse Meha
CGI Supervisor: Andrew Hellen
Executive Producer: Tyrone Estephan
VFX Producer: Martina Joison
Music and Sound – Song Zu
Music Creative Director: Ramesh Sathiah
Composer – Lance Gurisik
Sound Design – Abby Sie
Sound Producer – Meg Drummond
Photography: Ian Butterworth, Louis & Co
Media Agency: Universal McCann

APAC Ad Junkie

APAC Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours