Justin Timberlake Directs (His) Tequila Ads

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“We’re not used car salesmen. We’re trying to create a timeless brand.” — Justin Timberlake explains his directorial debut: a series of commercials promoting his 901 Tequila, named for an area code in Timberlake’s home state of Tennessee.

The spots are deliberately opaque, he says—spouting quotes by the likes of Benjamin Franklin, above—so as to exude sophistication (in case that wasn’t as clear as his triple-distilled tequila).

Bruce Willis, taking the low road to JT’s high-falutin’ path, is taking his alcohol brand on tour and merrily poking fun at pretentious brand marketing.

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