Mike’s Hard Lemonade Welcomes Some Unexpected Visitors

Headless deer, 30-foot woman among latest ad stars

I get a righteous buzz from Grey New York's latest ads for Mike's Hard Lemonade, designed to portray the beverage as "always different, always refreshing." Scruffy young dudes hang out in a house, swigging the product, and each of three spots—directed by Harold Einstein of Station Films—presents a different tipsy scenario based on who or what rings the doorbell. Visitors include a gnarly scarecrow who really loves his work; a 30-foot-tall woman in search of the giant red high-heeled shoe she left behind the night before; and best of all, a headless deer (its face and antlers are hanging on the wall). Note how the torso just stands there, its sides undulating as if it's drawing in breath. Not so tough now, eh, bucko! I enjoyed this batch of ads just as much as Mike's recent golf-course vignettes and its series about two guys fishing on a lake. Sweet stuff, Mike's—so far, not a lemon in the bunch! Two more spots plus credits after the jump.


Client: Mike's Hard Lemonade

Spots: House Deer, House 30 Ft Woman, House Scarecrow

Agency: Grey, New York

Chief Creative Officer: Tor Myhren

Executive Creative Directors: Eric Segal, Jeff Odiorne

Creative Director: Andy Currie

Art Directors: Liem Nguyen, Alex Kaplan

Copywriters: Duc Nguyen, Barry Katz

Agency Producer: Diana Gay

Production Company: Station Films

Director: Harold Einstein

Editing: Mackenzie Cutler

Editors: Gavin Cutler and Dave Koza

Music/Sound Design: Sam Shaffer; Mackenzie Cutler

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@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.