Justin Timberlake as a lime named Rick “Sour” Vane will give you life today. The green-guy shuts down all other oranges and maraschinos – a.k.a. garnish – in a Suaza tequila ad. During the three-minute clip, “Sour” shows how fast you can go from being “condiment of the decade” to being the forgotten fruit …

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When Sauza 901 came out, “Sour” had hit rock-bottom. Nothing was ever the same again. No limes were needed. It’s just “really good.”

Kevin George, global CMO at Sauza parent company Beam Suntory, tells Fast Company that Timberlake pitched the idea in December. “He came in and said, ‘Here’s what I’m thinking,’ and right away we knew it was something completely different for the category,” George says. “Our meeting was literally an hour long, and in that short time we decided to make it happen.”

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