Hasta La Creative!

Justin Timberlake is almost unrecognizable as a lime in “No Limes Needed” for Sauza 901, his tequila brand.

An online ad tells the story of the rise and fall of the lime’s popularity. Playing a bit like a VH1 Behind the Music segment, the spot starts with the disgruntled lime post-fall, then focuses on the rise of limes as an antidote for “pucker-face” before Sauza 901 came out with a tequila so smooth limes weren’t needed anymore. It’s a clever way to emphasize the brand’s selling point, and it manages to use Timberlake in a way where he’s not just hocking his celebrity.

According to Kevin George, global CMO at Sauza parent company Beam Suntory, Timberlake actually created the concept for the spot. “He came in and said, ‘Here’s what I’m thinking,’ and right away we knew it was something completely different for the category,” he told Fast Company. “Our meeting was literally an hour long, and in that short time we decided to make it happen. 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.”

The over three minute long online spot was posted today, with a 30-second broadcast version set to make its debut tomorrow for Cinco de Mayo. Timberlake also appears as himself in a shorter online ad (featured below), in which he offers some alternative uses for limes.

McCann has rolled out the latest extension of the “Priceless Surprises” campaign for Mastercard featuring Justin Timberlake surprising card-holding fans, which debuted back in January for the Grammys.

The latest iteration of the campaign comes via an online spot for MasterCard Canada, courtesy of MacLaren McCann, Toronto. In the spot, a fan describes her ideal day with Timberlake, which features mini golf, beer and nachos. Timberlake was taken with her laid-back plans, which he says came across as “really genuine” and decided “I want to hang out with that chick.” So he surprises her while she’s playing mini golf with a friend. The trio finish their round and find a reserved table with beer and nachos. While it’s basically more of the same for the campaign, Canadian fans of Timberlake should get a kick out of it and JT provides the kind of star presence that’s hard to argue with. (more…)

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Après la diffusion du clip Tunnel Vision et du célèbre Holy Grail, voici cette nouvelle réalisation de Ryan Reichenfeld sur une vidéo écrite par lui et Justin Timberlake pour le titre « TKO ». Une mise en scène menaçante entre Justin et l’actrice Riley Keough. A découvrir en images et en vidéo dans la suite.

Who is your favorite Beyonce? Is it “Bootylicious” Beyonce? Sasha Fierce? “Crazy in Love” Beyonce? There’s always the more traditional millionaire mogul/super-duper female role model Bey, the one who signed the Pepsi endorsement deal that brought us to this point. In “Mirrors,” which comes to us from 180 LA and features Mrs. Carter’s track, “Grown Woman,” you don’t have to choose a favorite Beyonce, because they are all there for you to admire. The 60-second spot is part of Pepsi’s “Live for Now” campaign.

I’m not sure what Beyonce or Pepsi has to do with the idea of living for now. And Coke tastes much better, had to throw that in there. But Pepsi has been making strides in the music industry, helping to brand popular and upcoming artists to enormous audiences. This spot evokes the Gatorade “Who Got Next” commercial from a few years ago with Michael Jordan playing one-on-one against earlier versions of himself. That was clever and made sense with the brand; this doesn’t, but it’s Beyonce, so everyone will gawk at her on YouTube or their television screens. Maybe they should. #BeyHereNow.

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Well, ad guys and gals, after seven long years we finally have a new album from the 21st century equivalent of late ’90s-era Justin Timberlake, Justin Timberlake.

On Tuesday, JT dropped his third full-length solo album, The 20/20 Experience. While it won’t live up the expectations of those who wanted another FutureSex/LoveSounds, 20/20 is still a very enjoyable listen front to back. For those of you who just want to put on some entertaining jams to dance around to with your friends and/or significant other(s), 20/20 will not fail you. You will smile, you will have fun, and if you’re lucky, you might even feel alive again.

To celebrate the triumphant return of His Timberlake-ness, creative team Amy Matheu and Nick Larson of CP+B Miami have created JT All Night Long, a first-of-its-kind digital experience that allows you to listen to JT’s voice on loop while staring into his soulful eyes via a compilation of music video clips. Do you like your JT vindictive and in the midst of revenge sex? Then watching him record himself while getting his lip bit off from the “Cry Me a River” video may be your thing. What about swaggy zoot suit JT? Well, look no further than his buttoned-up self in “Suit and Tie.” Are you kind of a creep who’s into teenagers? Well then, enjoy some clips from old ‘N Sync videos and stay away from me, you fucking weirdo.

In any case, if you want Justin Timberlake all night long, this is the closest you’ll probably come barring an incredibly elaborate and well-planned kidnapping. For your own sake, I’d suggest this.

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Justin Timberlake is not one to let the grass grow under his feet. An extremely popular solo artist, he’s also launched several “brand extensions” of himself that have been well received by critics, fans, and the public. His first new venture was Tennman Records, which began in 2007. Then, in February of 2009, he and best friend Trace Ayala announced William Rast, a clothing line that “is an extension of you.” Unlike most new designer lines, William Rast not only gained notice, but also received praise from the fashionistas.

His latest venture? 901 Silver Tequila.

901 Silver is either named in tribute to the area code in which Timberlake grew up (Memphis) or for “that moment when your evening ends but your night is just beginning.” However, more than the Timberlake name is attracting attention. The tequila has been reviewed favorably by those who know tequila. According to the NY Daily News:

Timberlake’s new tequila, called 901, passed the sip test – and then some – among three New York tequila aficionados with very discerning tastes.

What makes 901 Silver Tequila unique is the method they chose to kickoff the first major promotion. Known as 901at901on901, and translated to 9/01, at 9:01, on www.901.com, it’s an invite to the public to creatively craft  ”The Big Idea” to aid the launch of this relatively new brand. The winner will become Executive Vice President of Big Ideas for 901 Silver Tequila.

To the victor go the spoils, which include the lengthy job title, a trip to Vegas (round-trip airfare for two, hotel stay and, of course, two tickets to the Justin and Friends concert), VIP access to all parties, $25,000 in “bonus” money, plus the chance to show off his or her creative skills among an elite group of people.

According to Kevin Ruder, President of 901 Silver (Timberlake is CEO):

We like to incorporate consumer feedback as part of our normal business practice at 901 Silver. We’ve turned that premise into a contest.

The following video outlines the challenge:

The contest ends on November 30th and the winner will be chosen by a panel of experts on December 4, 2009.

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment, follow him on Twitter or check LinkedIn for his profile. As always, thanks for reading.