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James Squire: Ordinary Be Damned

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Top 6 this week
Ordinary Be Damned is the new brand platform for James Squire beer. The film tells the extraordinary real life tale of James Squire, a man who 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. While the brooding voiceover of Rory McCann, best known for his portrayal of The Hound in Game of Thrones, describes the undistinguished life of a common man of the 18th Century, the visuals on screen depict a very different story, highlighting many of Squire’s audacious adventures. The campaign marks Lion's first masterbrand campaign for Squire, connecting the brand to the modern day drinker by injecting the statusful world of premium beer, which has become boring and predictable, with the authentic swagger of James Squire himself.
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Media company: Universal Media

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