Netflix is deepening its bet on bespoke brand partnerships, unveiling two custom campaigns for its upcoming Will Ferrell golf comedy “The Hawk” with Mike’s Hard Lemonade and Hyundai Genesis. The tie-ups, timed to the show’s 16 July premiere, underline how the streamer is leaning on tailored integrations to stand out in a crowded ad-supported streaming market.
Both campaigns weave brands directly into the series rather than bolting on generic spots. Mike’s Hard features Luke Wilson as Golden Fisk, a rival golfer to Ferrell’s Lonnie Hawkins and a character sponsored by the beverage marketer within the show’s world. Genesis, meanwhile, centres its creative on Lance Hawkins, the protagonist’s son, who retreats to the calm of a car cabin to compose himself during a high-pressure moment on the course.
For both brands, the effort marks a creative departure. Genesis, Hyundai’s luxury marque, rarely ventures into comedy given the category’s tilt towards serious prestige positioning. Mike’s Hard is cracking into golf, a sport drawing growing advertiser interest as younger audiences take up the game. Netflix is pitching the logic that brands willing to take these swings through entertainment can be rewarded by dedicated fandoms.
“A title like ‘The Hawk’ is not right for every brand, but it was for these two because of their business and brand objectives,” said Magno Herran, vice president of global brand marketing and partnerships at Netflix.
The Mike’s Hard collaboration reaches beyond the screen. It extends into national retail placements across the US, plus co-branded merchandise offered via a sweepstakes. The partnership builds on a wider marketing ramp-up for the Mark Anthony Brands staple, which is working to reach a difficult Gen Z audience in a fast-shifting alcohol category. In March, the brand launched its “Made with Real Character” platform, fronted by a trio of edgy animated lemons. Its latest ad, directed by “Hacks” talent Lucia Aniello, shows Wilson’s Fisk wrestling a tall boy of Mike’s Harder Lemonade into a personalised tanning bed.
The push reflects a broader industry shift, as advertising becomes central to Netflix’s growth strategy beyond subscriptions and its appeal to price-conscious viewers. The company is chasing $3 billion in ad revenue this year. Rival streamers are following suit, with Prime Video’s “Legally Blonde” prequel “Elle” launching this month alongside an extensive L’Oréal Paris sponsorship.
Challenges remain. Netflix and its partners must keep audiences engaged long term, with reports suggesting more viewers abandon shows after a single season. Some critics have also voiced frustration at the swelling volume of overt product placement in streaming content, a tension that could sharpen as brand integrations multiply.
Created by Ferrell, Harper Steele and Chris Henchy, “The Hawk” co-stars fellow “Saturday Night Live” alum Molly Shannon. For advertisers, it offers a test of whether integrated storytelling can outperform traditional spots, and whether creative risk-taking on screen translates into real brand payoff.
