Motörhead’s Lemmy Kilmister, who died December 28 at the age of 70, didn’t drink milk. He says so in the above ad for a Finnish Milk company called Valio. (To get his point across, he adds, “You asshole.”) The ad is a remake of a classic Finnish dairy ad, which you can see below. His presence, and the way he points his walking stick in the camera’s proverbial face, is so Lemmy, so #Metal. The commercial, so banal it’s almost surreal, has becoming a touching tribute to the man who went hard and loud, and who didn’t drink milk.