We’ve seen Justin Timberlake in wacky getups before on Saturday Night Live, but his new role as a washed-up lime is something you can’t unsee. (Nor would you want to.)
Just in time for Cinco de Mayo on Tuesday, Timberlake is embarking on a strange yet entertaining journey as Rick “Sour” Vane to promote his Sauza 901 tequila brand.
It’s a little-known fact that Timberlake is behind Sauza 901; he sold his small alcohol business 901 (named after the area code of his Memphis, Tennessee hometown) to liquor giant Sauza last year. This is his first major effort to let the public know that he is the co-owner (and face) of Sauza 901.
And by face, we mean face.
In a look that channels Jim Carey in The Mask, Timberlake’s face is transformed into a giant, moldy lime. The ad’s plot is simple: He’s been living the good life as a garnish in demand, hitting the clubs, meeting girls and making friends, until one day, Sauza 901 comes along with what’s believed to be an alcohol so crisp and smooth, you’ll no longer need a lime to cut the flavor.
The limes, including Timberlake, start to lose direction and spiral out of control. The whole thing is very Wolf of Wall Street.
The beauty of the 30-second ad — which will air on TV starting Tuesday — and the full-length three-minute version (shared exclusively with Mashable first) is that viewers don’t ever really know it’s Timberlake, unless they analyze his wrinkly green face and recognize his voice. He also tweeted a video “apology” for putting limes out of business, too.
Sure, the clip coincides with Cinco de Mayo, but JT as a lime is a look we’ll remember all year long.
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