Mike's Hard Lemonade Winners Relentlessly Harassed by Bear | Adweek Mike's Hard Lemonade Winners Relentlessly Harassed by Bear | Adweek
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Mike's Hard Lemonade Winners Relentlessly Harassed by Bear Tom and his mom are good sports

It sounded great. A trip for two to Miami to soak up the sun on South Beach, cruise on a private boat, dine at the finest restaurants and dance with some of the most limber Brazilians. Yes, Mike's Hard Lemonade's "Labor Day With a Bear in a Bikini" sweepstakes seemed like something worth winning. There was just one problem: the bear in the bikini. Check out the just-released video below of the big sweepstakes winner and footage from his weekend. Tom, 31, was told he could bring any guest he liked, so he brought his mom, as neither of them had been to Miami. They appear to have spent much of Labor Day weekend being filmed for little sketches involving the bear being suggestive, obnoxious and otherwise inappropriate, with that unchanging roar-face making things all the more uncomfortable. This is where the rules about allowing your likeness to be used for advertising come in. If an oversexed bear is involved, it might be good to pass. Oh sure, Tom and his mom probably had a good time. It only looks like a complete nightmare. And you thought being cooped up in an office all summer was bad.
     UPDATE: A rep for Mike's says, "Though the bear and Tom did spend some time together, Tom was in Miami for three days, only one of which was captured on camera. They were more than happy to participate, agreed to the filming beforehand and really had a great time with the bear in a bikini!"

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