In the promo for Finnish dairy Valio, created by ad agency Hasan & Partners, Lemmy is seen leaving a shop while walking with a stick. He glares at the camera and says: "I have never drunk milk. And never will." Then he adds: "You a**hole!" turns away and grins.

Agency boss Jussi Lindholm tells the Guardian: "We were in the middle of post-production when the news about Lemmy broke. We discussed not airing the ad, but we had footage that was not part of the original script which crystallized Lemmy's spirit, so we agreed to change it and make a tribute.