Actor, musician and comedian Justin Timberlake plays a lime lamenting his glory days in a humorous ad for his tequila brand Sauza 901.
In the three-minute spot, Timberlake’s face is literally transformed into the shape of a lime. He plays the part of Rick “Sour” Vane, who once reigned as the perfect complement to tequila by curing ‘pucker face.’
With the introduction of Sauza 901, a tequila marketed as so delicious that it doesn’t need a lime, Rick “Sour” Vane becomes a nobody who hits rock bottom.
The campaign promoting the tequila also includes a one-minute spot from Timberlake, where he apologizes to limes for putting them out of business.
Timerlake launched Sauza 901 in partnership with its parent company Beam Suntory.
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