After Will Ferrell appeared in a SKIMS campaign as the character from his forthcoming Netflix comedy series The Hawk, the project is scoring additional creative partnerships.
Mike’s Hard Lemonade and Genesis are launching partnerships with The Hawk ahead of the show’s debut on July 16. The Hawk stars Ferrell as Lonnie Hawkins, a formerly successful golfer who refuses to stop believing in his comeback.
Returning to marketing after its recent brand relaunch, Mike’s Hard Lemonade’s partnership with Netflix calls attention to the staid nature of golf traditions. The campaign features Luke Wilson‘s character, Golden Fisk — who is a Mike’s Hard Lemonade sponsor within the show — and includes Mike’s x The Hawk products that will be available in retail stores, along with a merchandise sweepstakes.
As for Genesis, the campaign features Jimmy Tatro‘s character, Lance Hawkins, who is the son of Ferrell’s Lonnie. The spot shows Tatro escaping the stress on the green and enjoying serenity from the cabin of the Genesis GV80.
The Hawk partners with Mike’s Hard Lemonade.
