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Mike's Hard Lemonade has a reputation for off the wall ads that dates back to when Cliff Freeman handled the account, but McCann-Erickson/S.F. manages to keep up in a new campaign for the spunky malternative. The spots feature a wisecracking Mike's bottle -- an empty, naturally -- hassling customers at a convenience store. Think Snapple with attitude. The effort was directed by McCann creatives John Zissimos and Greg Rowan via Toronto's Mad Films.