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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.
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