ST. LOUIS, Feb. 7, 2013 /PRNewswire/ -- 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."
Terms of the partnership were not disclosed.