Ian “Lemmy” Kilmister is featured in a new commercial from Finnish dairy company Valio. The 40-second spot was filmed just weeks before the iconic MOTÖRHEAD frontman’s death at the end of last year.
The new commercial, which has just been released, is a remake of a 1990s milk ad that is well known in Finland. It shows Lemmy exiting a gas station, turning to the camera and saying, “I don’t drink milk, and I never will… you asshole.”
According to the Associated Press, the spot was filmed in Helsinki on December 6, shortly before MOTÖRHEAD’s concert at the Hartwall Areena.
Valio released a statement saying that the commercial “is offered in celebration of the life of a lovely, exceptional man — a man who celebrated life so vibrantly himself.”
The company added: “We were first shooting a remake of an iconic Finnish milk ad. The tone of this ad that was shot a month ago was changed to make it a heartfelt tribute, however modest. A take that came late in the shoot was selected — one of Lemmy’s brilliant improv moments that was never in the script. This was our magical encounter with a great man — and we’re honoured to share it with the world. Thank you, Lemmy.”
Lemmy, who just celebrated his 70th birthday on Christmas Eve (December 24), learned two days later that he was afflicted with an aggressive form of cancer. He died on December 28 in Los Angeles.
MOTÖRHEAD was revered by both metal and punk fans, and Lemmy was considered an icon for his musical talent and his embodiment of the rock and roll lifestyle.
Lemmy had been dealing with serious health issues for the past two years, including getting a pacemaker in 2013 and suffering from a hematoma in 2014. But despite 40 years of hard living and drinking, he continued to tour and record at a feverish pace.
The band was forced to cancel or postpone a number of shows last year due to Lemmy’s poor health, which also forced him to cut back on his drinking and give up smoking.