'I don't drink milk... never will' - Motorhead's Lemmy stars in dairy advert filmed less than a month before he died
Motorhead frontman Lemmy is posthumously starring in an advert filmed less than a month before he died.
The rock star, who died on December 28, features in the milk commercial for Finnish dairy company Valio being broadcast on YouTube from today.
Finnish marketing agency hasan & partners were in the middle of post-production when the news of Lemmy's, whose real name is Ian Kilmister, death broke.
Jussi Lindholm, chief operating officer of hasan & partners, said: "We discussed not airing the ad but had footage that was not part of the original script, which crystallised Lemmy's spirit, so we agreed to change it and make a tribute."
In the 40-second "heartfelt tribute" the legendary hell-raiser is seen leaving a petrol station at night with the aid of his trademark cane. He then turns and says to the camera "I don't drink milk, and never will" before adding "you asshole" and raising a wry smile.
The clip, which has been given the go-ahead by Lemmy's management, is a remake of Valio's 20-year-old advert which features a character who exits a seedy bar and says: "I have never drunk milk, and never will."
The new advert was filmed on location in Maunula, Finland, near Hartwall Arena where Motorhead performed soon after the shoot.
At the end, text on screen reads "Ian 'Lemmy' Kilmister 1945-2015", then "We raise our glasses to you" as milk is poured into a glass.
More text reads: "This is offered in celebration of the life of a lovely, exceptional man - a man who celebrated life so vibrantly himself.
"This was our magical encounter with a great man and we're honoured to share it with the world."
Lemmy, most famous for the song Ace Of Spades, died at home in Los Angeles just four days after his 70th birthday after being diagnosed with "extremely aggressive cancer".
Since his death, fans have signed an online petition for the singer's nickname to live on through a newly discovered element to be named "Lemmium".
Rockers can also view a live feed of the Stoke-born bass player's Hollywood funeral on Saturday at 11pm.