James Squire, the iconic Australian beer brand, is looking to redefine its image with new masterbrand campaign, 'Ordinary be Damned', developed by Thinkerbell, It marks the first execution from the Lion owned brand's new platform aimed at modernising the brand and resonating with contemporary Australian drinkers.

Set to Beck’s chart-topping 'E-Pro', the creative celebrates those who, like James Squire, aspire to find rewarding ways forward, told through a fantastical story of how character Dave, orchestrates himself a beer. The campaign will be digitally weighted and is set to roll out across a variety of channels throughout the summer, including during cricket broadcasts.

“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," said Albertus Lombard, Brand Director - Premium at Lion Australia. "We’re pumped to continue to bring modernity to the brand and relevance to our Aussie drinkers.”

The campaign's creative direction aims to embody the spirit of James Squire, the man behind Australia's first brewery.

“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," Executive Creative Tinker at Thinkerbell, Ben Couzens, said.

The production of the campaign involved a complex technical shoot using five different camera formats, including 360-degree technology, drones, and snorri-rigs, Finch's Stephen Carroll added.

Established in 1806, James Squire has a rich history as Australia’s first brewer.

The latest campaign launched across Australia on TV, cinema, outdoor, social, and digital platforms on 15 December 2023.