Timberlake Uses William Rast to Explore Throbbing Redneck Fantasy

Walking in the footsteps of Jay-Z and Nelly, Justin Timberlake is backing a line of expensive but delightfully ass-perking denim wear: William Rast, launched in partnership with Trace Ayala. (The brand is a combination of their grandfathers' first names.)

I haven't seen any TV ads, but the site's hosting trailers about the life of fictional character William Rast, played by Justin Timberlake. Mostly he's seizing the opportunity to forget shaving, play with make-up and explore self-fellating videocam angles. Oddly (or not so much), they made me think of Tila Tequila's video blog.

The second trailer is probably the meatiest, sporting a feeble make-out scene and some emotionally resonant dialogue:

"D'you love me?"

"You know I do."

"How much?"

"Lots."

"How much is a lot?"

"As the day is long."

"Say my name."

"Mmm ... William Rast."

JT (or William, as the case may be), what am I supposed to do with that? Lean back and go "Yeah, baby, yeah"?