Mike’s Hard Lemonade celebrates its 25th anniversary with a hilarious ad campaign developed by ad agency VCCP and titled “Hard Days Deserve A Hard Lemonade”.
In one installment, an exhausted firefighter strides into a liquor store, seeking an ice-cold Mike’s Hard Lemonade. At the checkout, Hank and Joel, the two men behind the counter, playfully inquire if his day truly qualifies as “hard enough”. It soon turns out that the firefighter’s day was indeed a hard one, recounting encounters with a feisty cat he was rescuing from a burning building and enduring a harrowing fall from multiple stories. While placing on the counter a six-pack of Mike’s Hard Lemonade, Hank advises the customer to “keep it cool” and affectionately nicknames him “cool cat”.
The campaign, which runs run across multiple channels, including social, online video, streaming TV, linear TV and out-of-home, includes other two commercials, each of them with a similar scenario. In one of them, a delivery person asks for Mike’s after having been viciously chased down by what appears to be a toy border collie and in the second one a soccer mascot got hit by a player and fell on a table filled with refreshing drinks, breaking them all.
