James Squire launches first work under new brand proposition, via Thinkerbell

December 20, 2023 8:32

Lion Australia’s James Squire has launched a new campaign just in time for summer – the first under its new ‘Ordinary Be Damned’ brand platform.

Designed to contemporise the brand for modern Australia, the platform champions the man who created Australia’s first brewery and the brand’s history a century and a half later.

Set to Beck’s 2005 hit, ‘E-Pro’, the new spot celebrates those who work hard and reward themselves accordingly.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.