I’m really getting a kick out of the latest Mike’s Hard Lemonade ad campaign, in which the purveyor of everyone’s favorite barely-alcoholic colored liquid and go-to ‘gay-drink’ joke is attempting to convince us that their product is produced by hard-nosed, uber-manly ex-firefighters, FOR hard-nosed, uber-manly ex-firefighters.
In this particularly manly Mike’s tv commercial, a hapless factory employee lists off some of Mike’s new products, including Mike’s Hard Light Lemonade and Mike’s Hard Soy Lemonade, then his fellow co-worker Adonis sneers at him, “we don’t do SOY,” as if the suggestion of the brightly-colored lemonade manufacturer including soy in their product is so god damned unmanly, they can’t even look their audaciously feminine co-worker in his Bravo-watching eye.
Bear in mind, this is the same company that manufactures the following products:
- Mike’s Hard Light Cranberry Lemonade
- Mike’s Hard Pomegranate Lemonade (5% alcohol)
- Mike’s Hard Frozen Lemonade Mix
- Mike’s Cran-tini
- Mike’s Lemon Drop
- Mike’s Mike-arita (seriously)
And yet, the character who suggests “soy” is just so out-of-whack with the company’s tobacco-chewin’, carburetor-repairin’, vagina-banging mission statement, the co-workers simply must ostracize the threateningly testastarone-lacking suggestion.
Who exactly is Mike’s advertisting department trying to fool with this? Do they believe we’re all sexually insecure with drinking their product, but if they defensively badger us with faux-manly images, we’re gonna magically start enjoying it? Why not go the extra mile and have Tim Taylor supercharge the Lemonade then ride away with it in a Chevy truck with John Wayne and the movie 300?
At least they had the sense to end the commercial before the dude goes back to his home and sees the word “QUEER” spraypainted all over the front of his house.
