James Squire was no ordinary man. Advertising has made that famous. And now, he is inviting Aussies to follow his lead. Thinkerbell has given his beer brand a new approach, Ordinary Be Damned, to contemporise the brand for modern Australia.

The hero commercial, set to Beck’s chart-topping E-Pro, celebrates those who, like James Squire, aspire to find rewarding ways forward, told through a fantastical story of how the character Dave, orchestrates himself a beer.

Albertus Lombard, brand director – premium at Lion Australia, stated, “James Squire pioneered Australia’s brewing legacy with tenacious drive. He had a daring ‘Ordinary be Damned’ mindset that’s alive and well in the James Squire range today. We’re pumped to continue to bring modernity to the brand and relevance to our Aussie drinkers.”

Ben Couzens, executive creative tinker at Thinkerbell, added, “James Squire was a man with hustle and swagger, so it’s important that this work oozes both. And thanks to Beck for providing the groove.”

Finch director, Stephen Carroll, commented, “To create the magic for this content, it was a very technical shoot using five different camera formats, including 360 degree technology, drones, snorri-rigs and all sorts of other things. It was a fun project for everyone who was involved.”

This new work takes the James Squire brand beyond its heritage and into a space that resonates with a new generation of Australian drinkers. The campaign is running across Australia on TV, cinema, outdoor, social, and digital. The campaign is specifically designed to be digitally weighted and run various channels throughout the summer period, including the cricket broadcast.

Credits: 
Client: Lion
Creative Agency: Thinkerbell 
Design Agency: Weave 
Media Agency: UM
Production: FINCH 
Post Production: The Editors