Mike’s Hard Lemonade is celebrating momentous occasions in three new television and digital spots evolved from the brand’s signature feel-good style that gives reality a funny twist.
Mike’s transforms the ordinary into the extraordinary through some visual trickery. Each of these spots also feature three custom mixes of the New Julius song Bubbly from Brooklyn-based music house Low Profile.
In 'Birthday' a six-pack of Mike’s acts as the catalyst between two patio parties, uniting party goers across balconies to create one grandiose get-together. In 'Wedding,' a marriage celebration is electrified with a disco dance floor and upgraded, smile-inducing outfits, while 'Work,' finds an individual’s office turned into a bright celebration in honor of his 'workiversary.'
These spots are going live in conjunction with the brand’s summer campaign also launching today — 'The Brighter Times' — which is meant to celebrate the third year of its "Drink on the bright side" mantra.
“This year, the creative spots are focused on delivering happiness to momentous occasions — in a heightened, meaningful way — that everyone can relate to,” said Tim Nolan, the executive creative director at Havas. “We created a bright, happy world that brings the irreverent vibe of the brand to life while celebrating good times everyone experiences. To customize the spots further, Mike’s Hard Lemonade partnered with emerging artists New Julius to create their debut track, which is being released alongside the campaign. This not only creates a cultural artifact, but also opens a unique new avenue for cross-promoting and marketing Mike’s and a piece of music.”
Client/Brand: Mike’s Hard Lemonade
Campaign: Drink on the Bright Side
Creative Agency: Havas Chicago
Executive Creative Director: Tim Nolan
Group Creative Director: Benny Jackson
Associate Creative Director, Copy: Eric Kripas
Copywriter: Tim Babb
Art Director: Paul Domingo
Executive Producer: Brigette Whisnant
Business Manager: Sylvia Sanchez
Senior Strategist: Casey Carpenter
Group Account Director: Chrissy Bouyea Gajiwala
Senior Account Director: Adam Burtaine
Project Manager: Sarah Scanlon
Director: Ross Cooper
Executive Producer: Rick Brown
Editor: Volkert Besseling