Justin Timberlake, ‘Chief Flavor Officer’ of Bai, Will Star in Beverage Brand’s Super Bowl Ad

National :30 follows last year's regional spot

Justin Timberlake will join the parade of celebrities in this year’s Super Bowl commercial breaks, courtesy of Bai Brands, the beverage company that counts the pop star as an investor and “chief flavor officer.”

The 30-second spot was developed by Bai’s in-house creative team, led by chief creative officer Chad Portas, the company said Thursday. It follows a 30-second spot called “Horse Whisperer” that aired regionally during last year’s Super Bowl.

UPDATE, Feb. 6. Here is the commercial:

“When we saw the impact that last year’s commercial had on our brand awareness and engagement, we knew we had to do something again, but on a national stage,” Ben Weiss, founder and CEO of Bai, said in a statement.

Weiss said Timberlake, 35, “played an integral role” in the development of the commercial. “Justin has been working closely with our team on several new projects and we are excited to see them all come to life in 2017. This is just the beginning,” Weiss said.

UPDATE, Jan. 26: Timberlake has teased the spot with this Instagram post:

Yes, we went there… #SB51 @drinkbai

A photo posted by Justin Timberlake (@justintimberlake) on


Media placement for the Super Bowl spot was done by agency Maxus, who also handled Bai’s spot for last year’s game.

Bai Brands makes of Bai, Bai Bubbles and Bai Antiwater beverages, which claim to use healthier ingredients than many beverage companies while maintaining great flavor.

“I’ve been a fan of Bai for a long time, and when I met Ben and his team, it became clear that I should be involved with this brand,” Timberlake said in October when he signed on. “As a father and someone who is cautious about what my family and I consume, I love what Bai stands for. This partnership was created from a shared desire to help people put better ingredients in their bodies without sacrificing taste.”

Timberlake appeared in a Super Bowl ad for Pepsi in 2008. He was also involved in the notorious “wardrobe malfunction” incident with Janet Jackson during the halftime show of the 2004 Super Bowl.

Below, check out last year’s “Horse Whisperer” spot from Bai.

For more Super Bowl LI news, check out Adweek’s Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

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