Justin Timberlake dressed up as a downfallen lime in one of two hillarious ads to promote his tequila brand Sauza 901.
Justin Timberlake in a lime costume, transformed into the character of “Rick ‘Sour’ Vane” to market his Sauza 901 tequila. In the beginning of the three-minute ad, the lime that is Timberlake, along with his lime friends, are living the good life because people demand them. They go to clubs, meet girls and friends, until one day, a new drink steps in the scene: Sauza 901
Rick “Sour” Vane recalls the heyday limes had as an accompaniment to tequila, and how he and his pals fell on hard times after the liquor brand’s supposed smoothness made them obsolete.
The lime is a frequent fixture of celebrity hot spots, until Sauza makes the juicy tequila accompaniment redundant. Party anthems are replaced with melancholy background music and scenes of empty lime packaging factories.
Timberlake was not only the actor in the ads but also the originator and concept creator of the campaign.
It has Timberlake written all over it. As a result, it is a great example of brand and celebrity working together then going on to create engaging content that goes beyond what’s expected. Tequila brand, Sauza, takes storytelling to a new level with its latest campaign, starring pop sensation turned actor, Justin Timberlake.
Timberlake also released a separate tongue-in-cheek video, with the hashtag #NoLimesNeeded, apologizing to limes for the suffering they’ve experienced and wishing them the best in their future endeavors.
Timberlake is a co-owner of the Sauza 901 brand – which he first launched in 2009 under the name 901, a nod to the area code for his hometown of Memphis, Tennessee. He partnered with Sauza – the brand that owns Jim Beam, Maker’s Mark, and more – in 2014 to help re-launch a product with Tequilera Newton Distillery in Jalisco, Texas and brand name changed as Sauza 901.