Last night’s Grammy Awards saw the launch of Bud Light Platinum’s new ad campaign featuring their own creative director, Justin Timberlake.
That’s right, the Justin Timberlake.
The one minute ‘Platinum Night’ ad features Timberlake’s new record-breaking single ‘Suit & Tie’ ahead of his new album The 20/20 Experience set for release March 19. Timberlake’s previous album FutureSex/LoveSounds was released in 2006.
Not content with just an ownership stake in MySpace, Timberlake’s job with Bud Light Platinum is to provide creative, musical and cultural curation for the brand. Although it seems that MySpace beat Bud to it, as they already featured ‘Suit & Tie’ first back in January.
Vice president of US marketing for Anheuser-Busch Paul Chibe stated that since launching the Bud Light Platinum brand late last year the company has been working to align the brand closely with music, citing Kanye West and Avicii as previous collaborators.
“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,” said Chibe. “Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand.”
Timberlake said that Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what he is 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.”
The appointment comes just one week after 14-time Grammy Award musician Alicia Keys was named BlackBerry’s global creative director.
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