Justin Timberlake is a joker and he’s putting his well-known comedic talents to use to help promote his Sauza 901 tequila brand. The singer has released a hilarious short in which he plays a lime, who was once a high-flying big shot at a time when folks needed the fruit to take the bite off a tequila shot. But now that Sauza 901 has entered the game with its smooth formula, limes have become obsolete and all the glamour of his past life has faded.
But the best part about the spot by far is Timberlake’s ridiculous and slightly terrifying lime costume. The singer is almost unrecognizable, adding to the overall hilarity.
According to Adweek, the idea of the spot inspired by limes falling from grace was all Timberlake’s idea. “Our meeting was literally an hour long, and in that short time we decided to make it happen,” Sauza 901 global CMO Kevin George said. “Did I have some reservations? Absolutely. But at the end of the day, we decided to figure it out and get it done. It’s been a great collaboration, but it largely comes from his idea and the tone he wanted to set for the brand.”
We think it turned out pretty great. Watch Timberlake kill it in the spot above.