The “Harder Farmer” hero is really a manifestation of Mike’s Harder Lemonade brand attributes. He’s ridiculously strong, resilient, rugged, indestructible, powerful, yet not a big fake campy pro wrestler. The directors set out with a simple mission to cast the hero harder farmer abiding by the principle that the harder farmer is harder because the lemonade he’s growing and making is harder. The world he inhabits is harder. And the other characters he encounters are harder. The directors found a man whose essence is being “more than” - his face, his hair, his biceps, his spirit. The other characters he encounters are even more extreme than the harder farmer in their face and behavior, but the harder farmer always prevails.