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
The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now.