ok as a guy who sees this ad on during sports on tv, i guess i can speak to this. without trying to sound too sexist, malt based beverages like mike's hard lemonade are seen as 'girl drinks', so sports watching men like me are an untapped market for this product. it's pretty obvious the ad is meant to reframe the drink as 'hard' and 'edgy' by juxtaposing it with 'soy' instead of the sweet beverage a girlfriend likes to drink because she can't taste the alcohol.
i'm a pretty sensitive guy, but i wouldn't hesitate making fun of a friend for drinking mike's. it's stupid marketing that's bound to fail, i know, but fits in the same class of commercials as those axe spray ads where the women gang rape men intended for the maxim magazine crowd.
i fall into the third category of microbrew sipping snobs who looks down my nose at what everybody's drinking anyway, so this ad just bounces right off of me. but i think this ad would fail just as bad on the dude going to a ufc fight who drinks natty light.