In a World Gone Soft, Someone's Got to be Hard

With but ten words, this new campaign for Mike's Hard lemonade says so, so much. It's got the sexual angle. It's got the anti-politically correct angle. It's got the men will be men angle. It's got a vaguely-veiled, mildly homophobic angle (OK, maybe that's a stretch). It's got the geeks are idiots angle.

All of which makes perfect sense because it comes to us courtesy of that agency with the website that is so "over-the-top, too-cool-for-school and testosterone-laden, it makes Mad Men look like an AWNY convention on steroids...uh...progesterone," Amalgamated.

To be clear, there's no hate going on here. The campaign's amusing enough, makes it's point and doesn't shy away from the fact some men are, well, more manly than others avoiding the all too often seen namby pamby, play-nice-to-everyone approach. As always, we could be wrong.