Justin Timberlake is all about classing up his new album, but he’s just signed on to represent the low-brow of beers, Bud Light, in a deal that includes starring in ads and service as a music director for the brand.
Oh, sorry, did we fail to mention he would be pushing Bud Light “Premium?”
The only difference is higher alcohol content than the regular, watered-down Bud Light and premium Budweiser beers. It was launched last year targeting “nighttime party drinkers,” according to Ad Age, which broke the deal.
It has to be a lucrative deal because the brand cuts against the debonair, upscale image he’s crafting for his album 20/20 Experience, a compilation of smooth Frank Sinatra-style pop songs.
What Justin Timberlake had 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.”
Timberlake will kick off the deal during the 55th annual Grammy Awards. The show airs this Sunday on CBS. The 60-second spot dubbed “Platinum Night,” will feature his latest single “Suit and Tie.”
Since launching Bud Light Platinum last year, the brand has featured tracks by Kanye West and Avicii, although not the artists themselves. “Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand,” said Paul Chibe, who heads marketing in the United States.
Timberlake is no stranger to low-brow. He starred in McDonald’s popular “I’m Loving It” ad campaign, according to the trade publication. But he follows some pretty big footsteps into the beer market.
Last year, rapper Jay-Z teamed with Budweiser to put on a beer-sponsored music festival in Philadelphia, titled “Made In America.” The name is a little odd since the well-known beer is now owned by a foreign company.
Ron Howard and Brian Grazer are reportedly making a film based on the show.
The beer-maker is targeting the high-alcohol-content brew (6 percent vs. 4.5 percent for Bud Light) at a 20-something “urban, hipster” (read African American) market, where alcoholism is already a problem.
For more on the deal check out Ad Age, and be sure to follow TheImproper on Twitter to help keep the Internet free.