LOS ANGELES, Feb 12 — The makers of Bud Light have hired Justin Timberlake to bring the sexy back to their suds.
Not only did the artist-slash-actor-slash-designer front the Bud Light Platinum brand in a new ad which debuted during the Grammy Awards this weekend, but he’s also been recruited to provide creative, musical and cultural ‘curation’ for the company.
In a fawning description of their collaboration, Anheuser-Busch called Timberlake “one of the greatest creative minds in the entertainment industry.”
The 60-second ad “Platinum Night” features his latest song “Suit & Tie” and appears to target the urban professional, 20-something hipster creative type. Packaged in a cobalt blue bottle, Bud Light Platinum is pitched as triple filtered with a smooth finish — an upgrade from the more blue-collar Bud brand.
The platinum brand has also tapped Kanye West and Swedish DJ Avicii for their first ads.
It’s not Timberlake’s first venture in the booze industry. He’s also the co-founder of 901 Tequila, a premium, handcrafted, triple distilled blue agave tequila made in Mexico.
Other celebrity and alcohol endorsements include Diddy for French vodka brand Ciroc, actor and rapper Ludacris for Conjure Cognac, and Pharrell Williams for Qream liqueur. — AFP/Relaxnews