Justin Timberlake is the new face of Bud Light Platinum beer after a deal with the brand marks him as their newest creative director.
While few details of the deal have been released, the first announced collaboration between the singer and Anheuser-Busch’s Platinum brand will come in the form of a commercial to air during Sunday’s Grammy Awards.
The announcement comes in advance of the March 19 release of Timberlake’s long-awaited record The 20/20 Experience. Six years have passed since the singer’s 2006 musical offering FutureSex/LoveSounds and fans have eagerly awaited his return to the music scene.
According to Advertising Age, the new album’s first single “Suit and Tie” will feature prominently in Sunday’s Bud Light Platinum commercial. The 60 second ad, to be aired on CBS during the 55th annual Grammy Awards presentation, is being called “Platinum Night.”
In a statement about his new partnership with the beer company, Justin Timberlake had this to say:
“Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I’m doing. I’m looking forward to not only being a part of the creative process, but in bringing other talented musicians to the forefront as well.”
An article by The Hollywood Reporter writes that Bud Light Platinum has previously teamed with musicians to promote their brand. By adding Timberlake to their ranks the company hopes to take that experience to the next level.
Paul Chibe, vice president of US marketing for Anheuser-Busch, spoke of the newest collaboration:
“Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum’s identity in the lifestyle space. Since launching Bud Light Platinum last year, we’ve worked to align the brand closely with music, including leveraging tracks by Kanye West and Avicii in our first ads. Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand.”
Will you be watching Justin Timberlake in his new Bud Light Platinum beer commercial during the Grammy Awards this Sunday?