Lemonade As Curative

Mike’s Hard Lemonade bows its first ad campaign Monday on spot cable. The tag: “A hard day calls for a hard lemonade.”

The first of three TV spots created by Cliff Freeman and Partners in New York shows a construction worker who falls off a beam into a pile of scrap metal. He gets up looking only mildly annoyed at the steel rod protruding from his chest and back. When his foreman walks by and suggests a medical check, the worker responds by suggesting they go for a Mike’s Hard Lemonade after work ? an invitation the supervisor cheerfully accepts. The spot ends with a group of construction workers, including their still-impaled colleague, in a pub heartily enjoying the drink.

Two subsequent spots ? one showing a man whose arm is chewed off by a shark, the other a lumberjack whose foot is lost to an errant ax swing ? end with the protagonist shrugging off the injury and enjoying a Mike’s Hard Lemonade.

Cliff Freeman and Partners did the media planning for the estimated $20 million campaign, which includes radio. Carat in New York handles the media buying.

In addition to spot cable, the campaign will also run on network TV during such adult-oriented shows as “NYPD Blue,” “Saturday Night Live,” and “The Tonight Show with Jay Leno.”

Freeman won the account in December after a review that included TBWA\Chiat\Day in Playa del Rey, Calif., Leagas Delaney in San Francisco and Fallon in New York.