Justin Timberlake founded his own tequila brand and decided to dress up like a lime to promote it. Why? Because he’s Justin Timberlake.

In a new commercial for Sauza 901 Tequila, the pop singer plays a washed-up lime named Rick Sour Vane who is out of work since tequila apparently doesn’t need lime slices anymore. Timberlake’s mold-covered lime recounts the good ol’ days of the lime’s popularity as he sits by a pool, sad and desolate.

The tequila, which is co-owned by Timberlake, is also named after the area code of his hometown, Memphis, Tennessee. On Tuesday Timberlake tweeted another video featuring himself apologizing to limes.

I’m so sorry… http://t.co/HiTR2RY6JM #NoLimesNeeded
https://t.co/H8y5oGhudh

— Justin Timberlake (@jtimberlake) May 4, 2015

Sorry limes, but Cinco de Mayo isn’t looking too good for you.

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