Frederick M. Brown, Getty Images
Today (Feb. 7), the singer announced that he has signed on as the Creative Director at Bud Light Platinum.
"Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing," Timberlake said in a statement. "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."
Their partnership will bear fruit this coming Sunday (Feb. 10), during the Grammy Awards, when a 60-second Bud Light Platinum ad featuring Timberlake will air. It will reportedly feature "Suit & Tie," his comeback single.
Bud Light Platinum launched last year and is positioned by Anheuser Busch as a more premium and sophisticated version of Bud Light. In that sense it seems like a perfect fit for brand Timberlake. Still, Platinum hasn't yet found its footing in the marketplace. Perhaps JT will help assist in that department and help it gain the credibility it needs. Although to be honest, Justin Timberlake doesn't even strike us as a guy who drinks beer.
Timberlake is just the latest singer to sign on with a brand under a 'creative' title. Last week, Alicia Keys was tapped by Blackberry to be the brand's Global Creative Director.