Justin Timberlake has added a new role to his ever-increasing résumé: Lime. To celebrate Cinco de Mayo, Timberlake portrayed lime-headed Rick “Sour” Vane in this three-minute ad for Sauza 901 (via Mashable). The commercial features Timberlake and his green-faced cronies basking in an era when limes were the bar condiment of choice before this brand of tequila came around and made the fruit fruitless.
The ad, inspired by Martin Scorsese rise-and-fall flicks like The Wolf of Wall Street, Raging Bull and Goodfellas, follows Timberlake as he and his friends celebrate the riches that come with being an indispensable part of tequila consumption. However, when Sauza 901 arrives on the scene – a tequila with a tagline of “No limes needed” – he spirals into depression, the green rinds on his face oxidizing like old fruit. In the commercial’s second act, we find that limes have thankfully made a comeback by replacing tennis balls at the bottom of walkers for the elderly.
Timberlake and Sauza originally partnered on a line of tequila in January 2014, with the 901 moniker inspired by the area code of Timberlake’s hometown of Memphis, Tennessee. In addition to the quirky lime ad, Timberlake also shared this video, meant to preface the commercial, defending the use of limes in guacamole and soft tacos as well as their effectiveness in practicing putting in golf.
— Sauza 901 (@Sauza901) May 4, 2015