Molly Shannon is part of the conversation around The Hawk as Mike’s Hard Lemonade and Genesis launch partnerships tied to Will Ferrell’s forthcoming Netflix comedy series. The rollout arrives ahead of the July 16 debut and pushes the show beyond a standard promo campaign into retail products, a sweepstakes and brand-built spots.
Magno Herran said both brands used the project as permission to try something different. “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.”
Mike’s Hard Lemonade and Luke Wilson
Mike’s Hard Lemonade’s tie-up with Netflix features Luke Wilson’s character, Golden Fisk, and puts The Hawk into retail stores through Mike’s x The Hawk products. That move gives the series a shelf presence, not just a screen presence, while the campaign’s merchandise sweepstakes adds a consumer-action layer that can keep the title circulating before the debut.
The structure is straightforward: a brand partnership can do more than advertise a show when it places themed products in stores and hands viewers a reason to enter for merchandise. That kind of distribution widens the campaign’s reach without relying only on trailers or premiere-week chatter.
Genesis, Jimmy Tatro and the GV80
Genesis built its spot around Jimmy Tatro’s Lance Hawkins, the son of Ferrell’s Lonnie, with the character escaping stress on the green and settling into the cabin of the Genesis GV80. The ad keeps the show’s golf setting intact while shifting the message toward a cleaner, more cinematic brand association.
“That permission is the benefit of entertainment partnerships, and the partners who get it and lean-in are the ones rewarded most by fans.” Herran said. “A title like The Hawk is not right for every brand, but it was for these two because of their business and brand objectives.”
Lonnie Hawkins and last month
Last month, Ferrell was already using Lonnie Hawkins to sell the series, this time in a SKIMS campaign with eye-catching modeling poses. The sequence matters because it shows a layered launch strategy: first the character, then the brand extensions, then the series itself.
“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.” That leaves July 16 as the point where the marketing stops being a campaign and becomes a test of whether the audience follows the branding into the show.
