The definition of insanity is doing the same thing over and over and expecting a different result. Many beer drinkers had become trapped in the cycle of thoughtlessly grabbing their usual drink, purely out of habit, only to be bored and disappointed over and over again. So, for these Mike’s Hard Lemonade spots, we presented them with a better-tasting, more satisfying option, while snarkily (that’s a word now) pointing out their own, absurd cycle of behavior.