We all know Justin Timberlake is multitalented: he's a singer, a dancer, an actor and a businessman. But he's created something which will definitely make you think twice about him by combining his business acumen with his acting talents, appearing in a commercial for his tequila brand, Sauza 901, as a lime. Yes, that's right folks, a lime...

Justin TimberlakeJustin Timberlake plays a lime in an advert for tequila.

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The 34-year-old appears in the commercial as an anthropomorphic lime and is almost unrecognisable. It's definitely him though as is voice is unmistakable. The lime in question, Rick 'Sour' Vane, at the height of the popularity of limes in drinks made his fortune selling limes. Vane had all the trappings of wealth and celebrity but, with the arrival of Sauza 901 on the market, his company's fortunes rapidly decreased and he was left washed up.  

Timberlake also tweeted another video in which he apologises for putting limes out of business and suggests a number of ways in which limes can be used: as pool balls, golf balls, pen holders, guacamole etc. 

Timberlake, as AdWeek reports, co-owns Sauza 901. His tequila, then marketed as just 901, was launched in 2009. The 901 is in honour of Timberlake's hometown as 901 is Memphis' area code. The tequila was rebranded last year as Sauza 901 and this latest - fabulously bizarre - marketing ploy is part of this ongoing rebranding process. The ad campaign also firmly places Timberlake in a visually prominent position but the lime concept was actually his original idea and one he pitched to the CEO of the parent company of Sauza.

"He [Timberlake] came in and said, 'Here's what I'm thinking,' and right away we knew it was something completely different for the category," CEO Kevin George of Beam Suntory said. "Our meeting was literally an hour long, and in that short time we decided to make it happen. Did I have some reservations? Absolutely. But at the end of the day, we decided to figure it out and get it done. It's been a great collaboration, but it largely comes from his idea and the tone he wanted to set for the brand."

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