Now here's a big idea: let Justin Timberlake work his Saturday Night Live music-video magic on the marketing plan for 901 Silver Tequila, the premium liquor brand he owns. Instead, less talented folks like you and me are asked to give it a whirl in a contest that launched last Tuesday (9/01). The somewhat vague marching orders include a call to create a viral video, a "major ad campaign" or "the next breakthrough promotion." Take your pick? The goal, it seems, is to give the brand some talk value in addition to boosting sales. The winner will be named "executive vice president of big ideas," implying that he or she might have to come up with more than one scheme during a year's reign to hold onto that $25,000 prize. Timberlake, the brand's founder and CEO, does make an appearance in the surprisingly unfunny clip posted here, which follows a couple of buffoonish ad guys as they pitch him one lame idea after another. Verdict: tired scenario, weak execution, painful running time. It might not be a bad thing, then, that the brand's fate will be turned over to anyone who enters the contest. But I'm still holding out hope for a repurposed version of "Mother Lover" or "Dick in a Box."
—Posted by T.L. Stanley