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Justin Timberlake Suiting Up for Bud Light Platinum

Justin Timberlake Suiting Up for Bud Light Platinum


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Not only is the former *NSYNC member releasing a new album, he's also the brand's new creative director

Featureflash / Shutterstock.com

This is excellent: two of our photo editor's favorite topics in one story. Justin Timberlake of "Sexy Back" fame has partnered with (read: will be getting a lot of money from) Bud Light Platinum to be the brand's creative director.

"Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing," Timberlake said in a statement. "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, whose album artwork and track list was released earlier today, will be performing at the Grammys for the first time in four years. His new album, calling him "JT," is titled "The 20/20 Experience" and features the single "Suit & Tie," which will also appear in a new Bud Light Platinum ad this Sunday. This might just rival Beyoncé's partnership with Pepsi, but then again, perhaps not — did you see Beyoncé's Super Bowl performance? #killing it.


Justin Timberlake to Be the Face of Bud Light Platinum

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Bud Light Platinum Engages Justin Timberlake as Creative Director

ST. LOUIS - Bud Light Platinum today announced a new partnership with entertainment superstar Justin Timberlake to provide creative, musical and cultural curation for the brand.

"Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing," said Timberlake. "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."

"Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum's identity in the lifestyle space," said Paul Chibe, vice president of U.S. marketing, Anheuser-Busch. "Since launching Bud Light Platinum last year, we've worked to align the brand closely with music, including leveraging tracks by Kanye West and Avicii in our first ads. Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand."

The partnership - developed with Steve Stoute's advertising agency, Translation - will begin at The 55th Grammy Awards this Sunday, Feb. 10, when Timberlake appears in a new sixty-second Bud Light Platinum ad, "Platinum Night." The new spot will also feature Timberlake's new record-breaking single "Suit & Tie."


JT JOINS ALICIA KEYS AS NEWEST MUSICIAN TO TAKE CORPORATE SIDE GIG


Just days after Alicia Keys was named “Global Creative Director” of BlackBerry, Justin Timberlake has been named “Creative Director” of Bud Light Platinum.

Bud Light Platinum is “triple filtered with a smooth finish”, packaged in a blue bottle and will be marketed as a “white collar” upgrade from the normal Bud Beer. The drink is said to be aimed at “Urban Professionals”. Other artists on-board to promote the brand are KanYe West and (DJ) Avicii.


Check out a 60-Second commercial for “Bud Light Platinum” feat. Justin Timberlake’s newest single “Suit & Tie”.



Justin Timberlake named new creative director for Bud Light Platinum

Justin Timberlake is about to start selling platinum beer in addition to platinum records. The 32-year-old entertainer was announced Thursday as the new creative director for Bud Light Platinum.

According to a press release from the beer company, in his newest gig, Timberlake will provide "creative, musical and cultural curation for the brand."

"Justin Timberlake is one of the greatest creative minds in the entertainment industry," Paul Chibe, vice president of U.S. marketing for Anheuser-Busch (the company that makes Budweiser products), said in the press release, "And his insights will help us further define Bud Light Platinum's identity in the lifestyle space."

Launched at the beginning of last year, the Bud Light Platinum brand has previously used music artists such as Kanye West and Avicii in its commercials. Timberlake already has his own ad for the beer in the works.

The "Suit & Tie" singer will star in an upcoming 60-second commercial, titled "Platinum Night," which will debut at this year's Grammy Awards.

In addition to his Bud Light Platinum spot, Timberlake will also perform at the Grammy Awards on Sunday, broadcasting live on CBS.

Grammy Awards

Timberlake's newest album "The 20/20 Experience" (his first in over six years) is due out March 19.

First published on February 8, 2013 / 1:15 PM

© 2013 CBS Interactive Inc. All Rights Reserved.

Ken Lombardi is an entertainment reporter for CBS News. He has interviewed over 300 celebrities, including Clint Eastwood, Oprah Winfrey and Tom Hanks.


Justin Timberlake Named Creative Director of Bud Light Platinum

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Continuing to add to his already impressive list of activities, Justin Timberlake has now agreed to become the creative director of Anheuser-Busch’s new product, Bud Light Platinum. According to Billboard, a new commercial for the beer will feature the singer and his newly released single “Suit & Tie,” and is set to debut during Sunday’s Grammy Awards. Anheuser-Busch’s vice president of U.S. marketing, Paul Chibe, said in a statement:

Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum’s identity in the lifestyle space. Since launching Bud Light Platinum last year, we’ve worked to align the brand closely with music, including leveraging tracks by Kanye West and Avicii in our first ads. Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand.

Justin Timberlake also issued a statement on his new deal, going on 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.

Congrats to Mr. Timberlake, and best of luck on yet another new adventure. Down below you can check out the first Bud Light Platinum Super Bowl commercial, which debuted last year during Super Bowl XLVI and features Kanye West‘s single “Runaway.”


Justin Timberlake Will Now Sell You Classy Beer

With a new album out soon, a Grammy performance on deck, and a lot more work needed to resuscitate Myspace, how does Justin Timberlake have time to be the "creative director" of Bud Light Platinum?

This article is from the archive of our partner .

With a new album out soon, a Grammy performance on deck for this weekend, and a lot more work needed to resuscitate Myspace, how is Justin Timberlake able to commit to being the "creative director" of Bud Light Platinum? Who knows how he finds the time, but Anheuser-Busch InBev announced today that the entrepreneurial entertainer will be the new face of their Bud Light Platinum brand. Timberlake said — without irony, apparently — in a press release, "Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing." Anheuser-Busch's marketing VP thinks the former N'Sync member makes a great musical partner following the brand's ads soundtracked with music by Kanye West and Avicii.

Advertising Age's E.J. Schultz and Rupal Parekh report that we can expect a minute-long Bud Light Platinum ad featuring Timberlake's new single, "Suit and Tie," to debut during this Sunday's Grammy Awards broadcast. The beer's big selling point is that it has the calorie count of a light beer, but the alcohol content of a regular brew. The biggest beer company in the world has been trying to class up their offerings lately, so Timberlake's new suit-and-tie routine should bring a semblance of panache to their image. Timberlake probably won't be able to sort out their antitrust lawsuit with the DoJ over a planned merger with Mexican brewing giant Grupo Modelo, though.

Shilling for Budweiser hasn't exactly boosted musicians' popularity in the past. Reaction to Stevie Wonder's Super Bowl ad for Bud Light proper, for instance, was hardly glowing. But hey, maybe it'll work out for JT. After all, that cozy McDonald's partnership didn't end up tanking his career. In other Timberlake news, the cover art and tracklist for his upcoming album The 20/20 Experience came out today.

This article is from the archive of our partner The Wire.


Justin Timberlake tapped to bring sexy back for Bud beer

The makers of Bud Light have hired Justin Timberlake to bring the sexy back to their suds.

Not only did the artist-slash-actor-slash-designer front the Bud Light Platinum brand in a new ad which debuted during the Grammy Awards this weekend, but he’s also been recruited to provide creative, musical and cultural ‘curation’ for the company.

In a fawning description of their collaboration, Anheuser-Busch called Timberlake “one of the greatest creative minds in the entertainment industry.”

The 60-second ad “Platinum Night” features his latest song “Suit & Tie” and appears to target the urban professional, 20-something hipster creative type. Packaged in a cobalt blue bottle, Bud Light Platinum is pitched as triple filtered with a smooth finish –- an upgrade from the more blue collar Bud brand.

The platinum brand has also tapped Kanye West and Swedish DJ Avicii for their first ads.

It’s not Timberlake’s first venture in the booze industry. He’s also the co-founder of 901 Tequila, a premium, hand-crafted, triple distilled blue agave tequila made in Mexico.

Other celebrity and alcohol endorsements include Diddy for French vodka brand Ciroc, actor and rapper Ludacris for Conjure Cognac, and Pharrell Williams for Qream liqueur.

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Justin Timberlake's Will Now Sell You Classy Beer

Advertising Age's E.J. Schultz and Rupal Parekh report that we can expect a minute-long ad featuring Timberlake's new single, "Suit and Tie," to debut during this Sunday's Grammy Awards broadcast. Bud Light Platinum's big selling point is that it has the calories of a light beer, but the alcohol content of a regular brew. The biggest beer company in the world has been trying to class up their offerings lately, so Timberlake's new suit-and-tie routine should bring some panache to their image. He probably won't be able to sort out their antitrust lawsuit with the DoJ over a planned merger with Mexican brewing giant Grupo Modelo, though. 

Shilling for Budweiser hasn't exactly boosted musicians' popularity in the past. Reaction to Stevie Wonder's Super Bowl ad for Bud Light proper, for instance, was hardly glowing. But hey, maybe it'll work out for JT. After all, that cozy McDonald's partnership didn't end up tanking his career. In other Timberlake news, the cover art and tracklist for his upcoming album The 20/20 Experience came out today. 

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While at the White House, he is expected to reiterate those goals, while emphasizing with Biden a series of South Korean investments in the United States in semiconductors and batteries for electric cars — ways of deepening the technological alliance at a moment of heightened competition with China. The result is that Biden is not likely to dwell much on North Korea, at least in public, Cha said. “They will change the topic,” he said. And officials in the Biden administration have made clear they are not interested in giving Kim the satisfaction of being the center of attention, as he was during his dramatic meetings with Trump in Singapore, in Hanoi, Vietnam, and at the Demilitarized Zone. But the Biden White House has not thrown out all of Trump’s diplomacy. The White House says it wants to build on the “Singapore declaration,” which called for a new relationship between the United States and North Korea, a permanent peace plan, complete denuclearization and a full accounting of soldiers missing in action from a war that ended nearly seven decades ago. The document is only one page, and it is not specific about how to achieve those objectives. Trump, speaking in Singapore in June 2018, told reporters that the relationship with Kim would make all the difference. “Honestly, I think he’s going to do these things,” he said. For the most part, Kim has failed to follow through, though he has maintained a promised moratorium on long-range missile tests and made some progress on the return of remains. But the fact is that Kim did not dismantle a single weapon, and the nuclear production program sped up. In the past several years, Pyongyang roughly doubled its supplies of fuel that can be turned into nuclear weapons, according to analysts. It did so mainly at the Yongbyon complex, where the nuclear program began in the 1960s. Today, the site’s many hundreds of industrial buildings cover an area of more than 3 square miles. Siegfried S. Hecker, a former director of the Los Alamos weapons laboratory in New Mexico who is now a Stanford professor, cast the fuel rise in terms of potential weapons: In 2000, at the end of the Clinton administration, Pyongyang had no nuclear arms. In 2008, at the end of the Bush administration, it had four to six. In 2016, at the end of the Obama administration, it had roughly 25. In 2020, at the end of the Trump administration, it had about 45 and perhaps as many as 60. “The policies of the past three presidents have failed,” Hecker said in an email. “Unless the Biden team changes course, North Korea will continue to expand the size, sophistication and reach of its nuclear arsenal.” In size, experts say, the North’s stockpile of nuclear arms is fast approaching those of India, Pakistan and Israel — relatively small members of the club who are seen as deploying about 100 or so weapons, whereas the big players have thousands. That is the model the North is pursuing: No one expects any of those countries to give up their nuclear arsenals. In a recent report, Brad Roberts, a Pentagon official in the Obama administration who now directs global security research at the Livermore weapons laboratory in California, said the North overall had achieved an important new stage — that of “a heavily armed nuclear state with intercontinental reach.” Barring war or leadership change, he added, Pyongyang’s “nuclear weapons appear to be here to stay.” On Trump’s watch, new missiles also came to life. In 2017, Pyongyang for the first time successfully test-fired two kinds of intercontinental ballistic missiles — both, in theory, able to drop warheads on the United States. In June 2018, Kim told Trump that he would stop testing his long-range missiles and nuclear arms. So far, he has kept those promises. But Kim has also proceeded to introduce new generations of shorter-range missiles, capable of targeting South Korea, Japan and U.S. forces based in the two countries. During the Trump years, experts were able to look at satellite images at 16 of Pyongyang’s missile bases, which were much camouflaged. They found inconspicuous patterns of growth that suggested the North had engaged in a great deception: Curbing its long-range missile program while expanding its ability to pummel nearby rivals with conventional and nuclear warheads. Kim test fired three new missiles in 2019 and one this year. Those models, analysts say, have greater accuracy and new maneuvering powers that could help the warheads outwit American defenses in the region. “They’ll probably end up being able to strike more targets,” Vann H. Van Diepen, a former weapons analyst for the National Intelligence Program, said of the new missiles. The differences between the United States and North Korea on how to achieve a nuclear-free Korean Peninsula have grown all but unbridgeable over the years. But a strong voice arguing that the gap can be narrowed through continued dialogue has been Moon, who assumed the role of mediator and cheerleader during the Trump administration. Even after the summit meetings between Kim and Trump ended without an agreement, Moon’s government insisted engagement was the only viable way to end the nuclear threat and establish peace. In an interview in April with The New York Times, Moon urged the Biden administration to start negotiations with North Korea, and build on the broad goals outlined by Kim and Trump. This month, after Washington released its North Korea policy review, Moon said he saw no difference between the two allies’ approach to North Korea. Both countries intended to build on the Singapore agreement and take “diplomatic, gradual, phased, practical and flexible” steps toward the ultimate goal of denuclearizing the Korean Peninsula. When he sits down this week with Biden, Moon said, one goal would be bringing North Korea “back on the path of dialogue.” But those mutual interests have limits. For its part, the Biden administration has aimed to deepen Washington’s strategic partnership with South Korea and draw it into the evolving U.S. strategy to compete with China. It is a delicate dance because of South Korea’s enormous trade relationship with Beijing. U.S. officials have also accused Beijing of helping North Korea steal funds to finance its program through cybercrime. A United Nations panel of experts released a report this year claiming North Korean hackers stole $316.4 million from 2019 to November 2020 through cyberattacks, including $281 million from a cryptocurrency exchange in September 2020. The stolen cryptocurrencies were laundered through over-the-counter brokers in China, the report said. The fruits of the theft, many experts believe, are funding the North’s most important project: expanding the nuclear arsenal. This article originally appeared in The New York Times. © 2021 The New York Times Company

Eight Pits Full of Murdered Women Found in Ex Cop’s Backyard in El Salvador

Jose Cabezas via ReutersPolice in El Salvador investigating the double homicide of a mother and daughter have made a gruesome discovery, unearthing a mass grave of mostly women in a former cop’s backyard. Authorities are said to have found the clandestine cemetery this week when investigating former police officer Hugo Ernesto Osorio Chavez, who is suspected of murdering a 57-year-old woman and her 26-year-old daughter, which the former cop reportedly admitted to.Chavez, 51, had a rap sheet that included allegations of sex crimes. Osorio Chavez’s home in Chalchuapa, about 50 miles from San Salvador, was being searched as part of the investigation when police said they found what appeared to be uneven, soft ground. They found eight separate pits with they believe could be more than a dozen bodies in each. Local media say police say sexual violence was involved in the demise of the women. “The central axis of the investigation is sexual violence,” Graciela Sagastume, the prosecutor leading the investigation, told reporters. The former cop and 10 others have been arrested in what police believe was a violent sex and murder ring in which women, and perhaps some young men, were snuffed out. Justice Minister Gustavo Villatoro suggested that the depth and complexity of the secret burial site pointed to the complicity of more than one person. None of the suspects in custody have so far shed light on the matter. By Friday, a number of people with missing relatives gathered at the cop’s home with pictures of loved ones in hopes of identifying a corpse. Many of the grave sites are thought to be at least two or more years old. Osorio Chavez was dismissed from the local police force in 2005 after admitting to being a sexual predator.“He told us that he found victims on social media and sought them out, luring them with the American dream,” Police Chief Mauricio Arriaza Chicas told reporters. “This psychopath has been detained and I believe that 99 percent of the people who assisted him have been detained.” As of Friday, two dozen bodies had been exhumed but police believe there could be 40 or more. Authorities say it could take a month to dig up all the dead. Read more at The Daily Beast.Get our top stories in your inbox every day. Sign up now!Daily Beast Membership: Beast Inside goes deeper on the stories that matter to you. Learn more.

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