WorkInProgress (WIP) launched an organic and paid digital effort for Mike’s Hard Lemonade on Friday that stars the most recent viral pop cultural star. In its first work for Mike’s Hard Lemonade, WIP incorporated “unreleased footage” from the Kitten Zoom Filter Mishap Lawyer video to illustrate how “a hard day calls for a hard lemonade.” The original video went viral last Tuesday when Texas lawyer Rod Ponton struggled to switch off the adorable baby kitten face filter during the Zoom hearing with a judge and other lawyers.
“I’m here live — I’m not a cat,” he nervously assures the assembled masses at one point, a statement that sounds even funnier when it’s mouthed by a googly-eyed kitten and offers to proceed with the meeting while using the avatar as his assistant troubleshoots the issue.
In Mike’s 17-second video, the camera cuts from the kitty to Ponton sitting at his desk as he cracks open a bottle of Mike’s Hard Lemonade. “Rod was clearly having a hard day and Mike’s Hard Lemonade wanted to be there to brighten it,” said Matt Talbot CCO of WIP. WorkInProgress was able to turn the work around and get it up on Mike Hard Lemonade’s YouTube, Twitter, Facebook and Instagram pages in one day. Media was also purchased on Facebook and Instagram.
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