Timberlake brings sexy back into tequila ads

Justin Timberlake goes behind the camera to direct a trio of 901 Silver Tequila spots for The Martin Agency. (Watch one below and two more after the jump.) So far, so good, if only because that means we don't have to suffer his shaggy, wise-ass antics in the commercials themselves. Timberlake made an excellent decision not to put the CEO in the spots, especially since he's the chief exec. These ads are all about the product's ability to "liberate" one's desires through its "uncommon" smoothness, and the proposition seems supported by the fluid camera work and philosophical scripts. Speaking of which, it must be an advertising first that two of the scripts were lifted from the writings of John Stuart Mill — surely not of his own free will.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.