Mixwell pokes fun at masculinity for brand's first official campaign

The spot, created by The Many, champions 'real freedom.'

Mixwell doesn’t believe brands should toe the line when it comes to their beliefs — even if it means alienating potential customers.

The sparkling mixer brand shared that message in the spot "Freedom," part of the company’s first official campaign. In the spot, a burly man gets out of a truck asking what 

"happened to manly men with strong hands and a firm grip, men who like it when things get hard, aren’t afraid to get the job done with a little spit and a whole lot of elbow grease."

However, the man’s persona is far more nuanced. At the end, the man reveals he has a husband. The two cheers with Mixwell and then embrace with a kiss.