Sauza 901 Tequila, a brand of Deerfield, Ill.-based Beam Suntory Inc., released its newest TV and digital ad campaign starring brand founder Justin Timberlake. The No Limes Needed campaign highlights the smoothness of Sauza 901 Tequila in a tongue-in-cheek way by chronicling the heyday of the lime as a necessary ingredient for drinking tequila and its ensuing downfall following the launch of Sauza 901.

In the spots, Timberlake stars as Rick “Sour” Vane, an unemployed lime who is “green” with envy about the popularity of Sauza 901 Tequila, the brand says. The campaign taps into Timberlake’s comedic prowess and enlists the talent of former “Saturday Night Live” writer Paula Pell as well as music video and film directors the Malloy Brothers.

Along with the official launch of the Sauza 901 ad campaign on TV spots, the long-form version of the campaign will be available on the brand website. In addition, Timberlake also exclusively unveiled a digital video on his Twitter page in which he issues a formal apology to the lime community.