Diddy and CIROC Vodka Pay Homage to Sinatra in New Ad Campaign

Ol' Blue Eyes Provides Soundtrack for Ultra-Premium Vodka's New Spot   

 

NEW YORK, Oct. 7 /PRNewswire-FirstCall/ -- Diddy is bringing the art of "sophisticated celebration" to life on the small screen for the only ultra-premium vodka that truly embodies that spirit -- CIROC.    CIROC, one of the world's only vodkas made from grapes, will debut a brand new advertising campaign this week featuring Sean "Diddy" Combs demonstrating the art of sophisticated celebration in a contemporary yet classic manner. Entitled "The Art of Celebration," the campaign stars Combs with his modern interpretation of the "Rat Pack" celebrating with CIROC as Frank Sinatra's renowned "Come Fly With Me" plays throughout.    Shot in black and white at one of Sinatra's former California homes,the 15- and 30-second commercials depict Combs as a high-spirited host amidst a chic crowd during an impromptu private house party. Combs is serving CIROC while engaging with his modern-day "Rat Pack" entourage.  Combs mingles, dances and jokes during the intimate party, before finally stealing a private moment to gaze into the night as the crowd enjoys a fun-filled evening inside.    

"Frank Sinatra is one of my heroes. It was truly an honor to have had the opportunity to use Sinatra's work and home for this campaign," said Combs. "He defined sophisticated celebration as a lifestyle a generation ago. I couldn't imagine a spirit more appropriate for such occasions today than CIROC, a brand that has become synonymous with celebration."    The spot represents a continuation of the brand's commitment to defining "sophisticated celebration," a concept Combs embodies and cultivates both personally and professionally as a lifestyle and entertainment icon. 

Since announcing its strategic alliance with Combs almost a year ago, CIROC has been growing significantly in size and continues to garnerindustry awards. It was recently ranked one of the top ultra-premium vodkasby the New Luxury Institute in their annual Luxury Brand Status Index(LBSI), a survey of wealthy consumers that measures brand prestige. It alsowon a prestigious Gold Medal at the 2008 San Francisco World SpiritsCompetition.

During the holiday season, the campaign will evolve to focus on one of the most important aspects of sophisticated celebration --safety.    "My friends are important to me," added Combs. "Whenever we celebrate,I make sure we are celebrating responsibly. I hope that anyone who enjoys CIROC and enjoys a sophisticated lifestyle does the same."