This could be Justin Timberlake's finest performance yet, as a big, bitter limehead, in this hilarious short film promoting his Tequila brand Sauza 901.
Directed by The Malloy brothers and penned by Saturday Night Live writer Paula Pell, Timberlake plays Rick "Sour" Vane, a deadbeat lime who used to be at the top of the condiment charts when drinking tequila with lime was a "thing." But the appearance of Sauza 901 on the scene changed all that, with its fine, filtered flavor, sending the lime tradition into obsolescence. Now, he just sits in his grimy back yard, griping and reminscing about the way things were -- and admitting that Sauza actually tastes pretty good.
Along with this three-minute-plus film, which appears on the Sauza website, the campaign also features a digital video on his Twitter feed in which he issues a formal apology to the lime community.