With Netflix’s Will Ferrell-led comedy The Hawk set to arrive July 16, two surprising commercial tie-ins are rolling out that could reshape how brands plug into scripted entertainment. Beverage maker Mike’s Hard Lemonade and luxury automaker Genesis have launched campaigns that weave characters from the series into real‑world marketing ahead of the premiere.
Both collaborations play off the show’s golfing backdrop and Ferrell’s central role as Lonnie Hawkins, a washed‑up pro clinging to the dream of a comeback. The deals aim not only to raise awareness for the series but to give each brand a platform to try something different with their audiences.
Mike’s Hard Lemonade takes a swing at golf culture
After refreshing its brand identity, Mike’s Hard Lemonade is returning to promotional activity with a campaign that leans into the sport’s eccentricities. Within the show, Luke Wilson’s character — Golden Fisk — is portrayed as a sponsor of Lonnie, and the off‑screen tie‑in includes co‑branded beverages hitting store shelves.
The initiative also features a consumer sweepstakes tied to merchandise, nudging fans to engage beyond viewing. For Mike’s, the partnership represents a deliberate pivot into territory many alcohol marketers treat cautiously: the golf community and its traditions.
Genesis markets serenity from behind the wheel
Luxury brand Genesis is spotlighting a quieter angle. A spot linked to the series follows Jimmy Tatro’s Lance Hawkins — Lonnie’s son in the show — as he retreats from the pressures of the course into the comfort of a Genesis GV80. The ad frames the vehicle as a sanctuary, contrasting the frenetic world of competitive golf with calm interiors and composed driving.
The creative positions Genesis as willing to experiment with comedy as a vehicle for brand storytelling, using the series’ tone as the reason for taking that creative risk.
- Show premiere: The Hawk — July 16 on Netflix
- Brands involved: Mike’s Hard Lemonade, Genesis
- On‑screen characters featured: Golden Fisk (Luke Wilson), Lance Hawkins (Jimmy Tatro)
- Activation elements: retail co‑branded products, merchandise sweepstakes, broadcast and digital spots
- Creative focus: Mike’s leans into golf’s culture; Genesis emphasizes cabin serenity
Netflix’s vice president of global brand marketing and partnerships framed the collaborations as examples of entertainment providing a license to experiment. He said the partners who embrace the series’ tone and align those experiments with business goals tend to see the best fan response, and that both Genesis and Mike’s fit the show’s marketing profile.
Ferrell has already been visible as Lonnie in another high‑profile crossover: a recent SKIMS campaign that put the character into a fashion context and attracted headlines. These layered collaborations suggest Netflix is pursuing integrated brand strategies around tentpole releases — an approach that gives advertisers thematic hooks and fans multiple ways to interact with a series.
For viewers and marketers alike, the tie‑ups are a reminder that streaming originals are increasingly more than passive entertainment: they are platforms for experiential marketing, retail activations and brand storytelling that extend long after the credits roll.
