With a new album out soon, a Grammy performance on deck for this weekend, and a lot more work needed to resuscitate Myspace, how is Justin Timberlake able to commit to being the "creative director" of Bud Light Platinum? Who knows how he finds the time, but Anheuser-Busch InBev announced today that the entrepreneurial entertainer will be the new face of their Bud Light Platinum brand. Timberlake said — without irony, apparently — in a press release, "Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing." Anheuser-Busch's marketing VP thinks the former N'Sync member makes a great musical partner following the brand's ads soundtracked with music by Kanye West and Avicii.
Advertising Age's E.J. Schultz and Rupal Parekh report that we can expect a minute-long Bud Light Platinum ad featuring Timberlake's new single, "Suit and Tie," to debut during this Sunday's Grammy Awards broadcast. The beer's big selling point is that it has the calorie count of a light beer, but the alcohol content of a regular brew. The biggest beer company in the world has been trying to class up their offerings lately, so Timberlake's new suit-and-tie routine should bring a semblance of panache to their image. Timberlake probably won't be able to sort out their antitrust lawsuit with the DoJ over a planned merger with Mexican brewing giant Grupo Modelo, though.
Shilling for Budweiser hasn't exactly boosted musicians' popularity in the past. Reaction to Stevie Wonder's Super Bowl ad for Bud Light proper, for instance, was hardly glowing. But hey, maybe it'll work out for JT. After all, that cozy McDonald's partnership didn't end up tanking his career. In other Timberlake news, the cover art and tracklist for his upcoming album The 20/20 Experience came out today.
This article is from the archive of our partner The Wire.