Being asked to promote a brand with a name like "Mike's Harder" is kind of a gift to creatives, and the team at L.A-based agency Battery have made the most of it with this campaign for the alcopop.
The main spot of three new online films for the brand (a 16-oz. convenience store canned beverage from Mike's Hard Lemonade) is narrated in faux pharma commercial style, and stuffed full of scenes that aren't just suggestive, but blatant plays on the brand's phallic name. A hose suddenly erupts during a car wash, a pool noodle shoots up between a guy's legs, a pair of guys erect a tent. If for some reason you don't get the joke, lines such as "if one Harder lasts more than four hours, call a doctor," seal the deal.
The campaign also includes other spots featuring a pottery wheel and bread kneading -- and yes, it's totally what you're imagining. Ira Rosensweig at Wavemaker directed the ads.
"We set out to have fun with the Mike's Harder campaign, it's as simple as that," said Anson Sowby, CEO at Battery in a statement. That they certainly did.