The new campaign, featuring voiceover by actor Rory McCann, best known for his portrayal of The Hound in “Game of Thrones”, connects the brand to the modern drinker by injecting the statusful world of premium beer with the authentic swagger of James Squire himself.
James Squire pioneered an extraordinary life. He possessed a chancer’s spirit that carried him from the bowels of a convict ship to the splendour of his own brewery – Australia’s first. He turned adversity into opportunity and broke every rule on his way to the top.
“Ordinary Be Damned” is Lion’s biggest statement for the beer brand to date. The integrated campaign, running across cinema, TV, social, radio, and out of home establishes James Squire’s audacious philosophy and approach to life.
