Netflix Brings the Funny to the Fairway With Mike’s Hard Lemonade and Genesis For ‘The Hawk’

Golf has always been a serious sport, and it just got a little more fun. The Hawk — Will Ferrell’s first-ever scripted series regular role — is bringing some friends along for a round to remember. Ahead of the series’ premiere on July 16, Netflix is partnering with Mike’s Hard Lemonade and Genesis for a pair of bespoke campaigns that are unique to the separate brands but lean into the show’s signature chaos and comedy, co-developed alongside Ferrell and his creative team to stay true to the world he’s built. Both brands came ready to try something new through entertainment, and lean into the absurd world of The Hawk, straight from the mind of Will Ferrell.

Mike’s Hard Lemonade Takes A Big Swing At Golf 

Fresh off its brand relaunch, Mike’s Hard Lemonade is returning to marketing in a big way. This genuinely funny partnership with Netflix takes aim at golf’s most vanilla traditions, starring The Hawk’s Luke Wilson as the smooth-talking golf gladiator Golden Fisk — rival to Ferrell’s Lonnie Hawkins — and, as it happens, a Mike’s Hard Lemonade sponsor within the show itself. The campaign explores the delightfully absurd premise of what happens when an iconic fictional antagonist becomes the real-world face of a brand refresh, helmed by Emmy-winning Hacks director Lucia Aniello. 

The partnership goes well beyond a spot on screen. Fans can find Mike’s x The Hawk branding in retail stores across the country, plus a sweepstakes featuring limited-edition co-branded merch — the kind of stuff that pairs nicely with a hard lemonade and 18 holes of bold decision-making. 

Genesis Gets Uncomfortable With Comedy to Showcase the Comfort of the GV80

Genesis and luxury-auto marketing have a tendency to play it seriously, but there's nothing serious about Lonnie Hawkins in the sport of golf – except the way he gets under his opponents’ skin.  So Genesis asked a fair question: what’s the antidote to Lonnie Hawkins-induced pressure? The answer is the serene cabin of the Genesis GV80 — the only vehicle capable of countering a full-blown Hawk-induced meltdown. This campaign flips the tension between premium luxury and laugh-out-loud comedy into a playground. 

The partnership features Jimmy Tatro reprising his role as Lance Hawkins, son of Ferrell’s Lonnie, and marks a fresh take for the Genesis as it explores how luxury can be a laughing matter, a distinctive side of the brand the world is eager to see. This first-ever partnership is proof that even the most composed brands can loosen their grip on the club every once in a while. 

One Show, Two Very Different Swings

“What I love about these two partnerships is how both brands used the opportunity as permission to take a swing at something new. For Genesis that was comedy, and for Mike's Hard Lemonade that was a bold step into golf,” said Magno Herran, Vice President of Global Brand Marketing and Partnerships at Netflix. “That permission is the benefit of entertainment partnerships, and the partners who get it and lean in are the ones rewarded most by fans. A title like The Hawk is not right for every brand, but it was for these two because of their business and brand objectives. We're proud of the work we made and the collaboration we had with both Genesis and Mike's Hard Lemonade on Will Ferrell’s first season of The Hawk."

Both campaigns are notable beyond the laughs. With Ferrell’s track record of culture-cracking comedy and golf’s undeniable renaissance with younger audiences, Netflix and both brands saw a rare window and went for it. So whether you’re decompressing from a rough back nine with Genesis or toasting a birdie with Mike’s Hard Lemonade, we have you covered. 

The Hawk premieres July 16 — only on Netflix.