You can now watch three minutes of Justin Timberlake dressed as sentient lime Rick “Sour” Vane for Sauza 901, Timberlake’s very own Tequila label.

The singer, actor, and well known suit-and-tie-wearer dons makeup and prosthetics in the promotional mockumentary directed by The Malloys.

Right away we knew it was something completely different.

The growing amount of mold on his beautiful lime face is an excellent touch.

From AdWeek, “An online ad tells the story of the rise and fall of the lime’s popularity. Playing like a VH1 Behind the Music segment, the spot starts with the disgruntled lime post-fall, then focuses on the rise of limes as an antidote for “pucker-face” before Sauza 901 came out with a tequila so smooth limes weren’t needed anymore.”

Kevin George, CMO at Sauza’s parent company Beam Suntory told FastCompany that Timberlake created the concept for the ‘No Limes Needed’. “He came in and said, ‘Here’s what I’m thinking,’ and right away we knew it was something completely different for the category,” he said.

Brothers Emmett Malloy and Brendan Malloy worked direct to brand to create the spot, collaborating closely with Timberlake himself to fine tune his concept, evolve the creative and establish the tone they wanted to set for the brand.

Take a look.