Justin Timberlake is a has-been lime in his new tequila ad

Sauza 901

Justin Timberlake is going green -- like, really green -- in a new ad for his tequila brand.

The singer-actor dressed up as a washed-up lime to promote Sauza 901, just in time for Cinco do Mayo.

As Rick "Sour" Vane, Timberlake recalls the heyday limes had as an accompaniment to tequila, and how he and his pals fell on hard times after the liquor brand's supposed smoothness made them obsolete.


Timberlake is a co-owner of the Sauza 901 brand - which he first launched in 2009 under the name 901, a nod to the area code for his hometown of Memphis, Tennessee. He sold the spirit to liquor company Sauza last year, Mashable notes, and marks the first major effort he's made to publicly promote his connection to the brand. (It also means we get to see Timberlake as a life-sized, anthropomorphic citrus fruit wearing a bathrobe.)

The new dad also released a separate tongue-in-cheek video apologizing to limes for the suffering they've experienced and wishing them the best in their future endeavors.