How can creative disruption shape the future?

View Schedule

Justin Timberlake plays a washed up lime in Sauza 901 tequila ad

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.

Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.