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Exclusive First Look – Justin Timberlake’s Directing Debut for 901 Silver Tequila

Exclusive First Look – Justin Timberlake’s Directing Debut for 901 Silver Tequila

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Here it is, the exclusive first look at the ultra cool ads for 901 Silver Tequila – directed by Justin Timberlake. Timberlake, who is making his directorial debut, shot the campaign at Standard Hotel in Los Angeles in addition to other miscellaneous Los Angeles locations. The spots will run online and on video networks, followed by print ads in September and then television in spring of 2011. “Tequila Is Liberty,” which was created by The Martin Agency, will be supported at launch with a heavy public relations and digital campaign to drive trade and consumer awareness. Not only is Timberlake the director of the hot ads, he’s also the founder of 901 Silver Tequila. The reason behind the name? “901 is that time of night when your evening is ending, but your night is just beginning. It is also a subtle nod to his hometown,” says the singer’s spokesperson, referring to the area code for Memphis, where Timberlake grew up.

Without further ado, here is Justin Timberlake’s directing debut in three new ads, also posted on the Pursuitist YouTube Channel. Is Justin bringin’ sexy back to tequila? We say yes…

“Let Them Eat Cake”
“Let Them Eat Cake” features a self-assured, beautiful, poised woman who commands viewers’ attention. She is powerful, controlled and a spoken visionary who knows how to get what she wants. For her, 901 Silver Tequila liberates her inner desire with a coolness that dominates but is not domineering.

“Improved By Use”
The 901 Silver Tequila “Improved by Use” commercial singles out one man among a crowd of followers. Surrounded by the ordinary, his presence symbolizes superior quality and the desire to strive higher, in essence creating a moment to arrive at extraordinary with 901 Silver Tequila. For this exclusive group of friends, 901 Silver Tequila is liberty fueled by aspiration to be in the game and satisfies their appetite to get the most out of life.

“Risk and Peril”
“Risk and Peril” dares its viewers to act upon ambition. 901 Silver Tequila unshackles a striking and intense woman from the confines of typical gender roles. She takes destiny and control into her own hands feeling at liberty to make others writhe in submission to achieve her dreams.

“The 901 Silver Tequila ‘Tequila Is Liberty’ campaign is centered on our target consumers’ desire to experience more and create rewarding and memorable moments,” said Kevin Ruder, President, 901 Silver Tequila.

To view 901 Silver Tequila’s new site, visit

Agency: Martin Agency
Client: Kevin Ruder, President, 901 Silver Tequila
Creative Director: Mike Hughes and John Norman
Creative Team: Keith Tilford and Eric Tilford
Account Supervisor: Marc Kempter
Production Company: superstudio, Santa Monica, CA
Director: Justin Timberlake
Director of Photography: Jeff Cronenweth
Executive Producer: Dana Garman
Location: Standard Hotel, misc. Los Angeles locations
Editorial Company: Rock Paper Scissors, Santa Monica, CA
Editor: Kirk Baxter

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