Netflix’s Will Ferrell Golf Comedy ‘The Hawk’ Adds to Its Creative Partnerships (Exclusive)

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.

“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,” Netflix vp of global brand marketing and partnerships Magno Herran said in a statement. “That permission is the benefit of entertainment partnerships, and the partners who get it and lean-in are the ones rewarded most by fans.”

He continued, “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.”

Ferrell was the subject of headlines last month with the launch of a SKIMS campaign featuring Lonnie in eye-catching modeling poses.

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