Justin Timberlake plays a down and out 'Lime Man, ' aka Rick 'Sour' Vane, in a new commercial for Sauza Tequila. (Photo: ScreenCap)

Justin Timberlake plays a down and out ‘Lime Man,’ aka Rick ‘Sour’ Vane, in a new commercial for Sauza 901 Tequila. (Photo: ScreenCap)

Justin Timberlake stars in a commercial for Sauza 901 Tequila posing as “Lime Man.” He rides the bar condiment roller coaster to the top and down again after Sauza makes the tart fruit obsolete for tequila drinks. Timberlake is no ordinary shill. Here’s why.

The pop crooner is a founder of the tequila brand and its chief spokesman. But Lime Man is, shall we say, a new twist to its promotional efforts.

In a separate more straight-forward spot, Timberlake appears as himself and apologizes to limes everywhere.

“We wish nothing but the best for limes and hope they continue to thrive as one of the most successful citrus fruits of all time,” he says.

Doesn’t Lime Man, aka Rick “Sour” Vane, know it!

In Sauza’s three-minute post featuring the character, Lime Man is the life of the party everywhere he goes. His fortunes rise with the popularity of tequila shots. Lime man is rolling in dough.

The comes Sauza touting the slogan “No limes needed.”

Lime man goes on a one-way trip to Palookaville and narrates the commercial from his rundown once-glorious crib.

“It was like you couldn’t drink tequila without one of us!” Lime Man laments. “When we walked into the club, it was like everything was in slow motion. Literally. It was like we were rock stars!”

Down and out in Tequilaville, Lime man and his buddies try to launch a boycott of Sauza to no avail.

Oh well, at least they still have Corona… don’t they?

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