Before It Goes Viral...

Many celebrities use their own faces to promote their products. Justin Timberlake created a clothing line called William Rast in 2005 with his best friend and business partner, Trace Ayala. Timberlake took a different approach and did not create any advertisements with his face covered with a William Rast logo or make any cheesy romantic dimly-lit commercials much like those used to promote Britney Spears’ perfume lines or P. Diddy’s cologne line. However beginning in late August, expect to see Justin’s face all over print ads as well as a huge viral internet campaign. The print ads will look movie posters that will tell you to go to a website.
The website (Williamrastmovie.com) will have video clips by the end of the month. The same video clips are going to be spread all over the internet virally as well (I’m assuming they are hoping for the next Youtube craze?). "We're expecting quite a huge viral pick up," Colin Dyne (CEO of William Rast) said. "We believe by the September time frame we'll be in the millions and millions of hits on our videos." The clips are supposed to look like small snippets of a full movie. Timberlake plays the lead-character, William Rast, and has recruited model Erin Wasson to play his girlfriend, Birdie. They play some sort of outlaws who are eluding the police but still find time for some steamy risqué moments (duh… what else would you want to see when you watch a video clip of Justin Timberlake). The movie-clips will be pretty open-ended so that if the campaign really takes off, new clips can be filmed. The company is hoping the possibility of creating additional series and for the promotion to have longevity. It’s also going to be unclear if Timberlake and his co-star are good guys or bad guys, so you’ll have to keep watching the clips to find out. I say the more Justin Timberlake the better, but i've been a fan since the *NSYNC days so I may be a little biased.