Diddy Redefines 'The Art of Celebration' With New Ciroc TV Ad
Published: Tuesday - October 14, 2008
Words by Allen Starbury
Diddy parties at home in new Ciroc TV ad (Photo: Bad Boy Entertainment)
With everyone, even some of the rich, being effected by economical struggles, mogul Diddy says making it rain at the clubs is a thing of the past.
Diddy's new ad campaign for his vodka of choice, Ciroc, shows the mogul in a 1950s throwback setting, partying with friends dressed in tuxes and gowns, while drinking and dancing to Frank Sinatra's "Come Fly With Me."
The ad, which is called "The Art of Celebration," shows Diddy celebrating with a small group of friends at home, instead of his usual more high-profile night out at the club. According to Diddy, having intimate gatherings at home is where more people will lean toward these days.
"I think you'll see more of these types of celebrations than you'll see people going out to clubs and having to spend hundreds of dollars at a bar," Diddy told the Associated Press. "I think you'll see more intimate gatherings where people are coming over to each other's houses."
(Watch Diddy's "The Art of Celebration" ad spot right here.)
The ad is Diddy's latest vision as marketing chief of the vodka brand, which he shares 50-50 profits with under a multi-year agreement he announced last year. According to the entertainment mogul, since coming aboard, Ciroc has doubled its sales.
Diddy calls his new TV ad spot "ultra chic," despite staying away from the flashiness he usually oozes.
"It's just a different way. I think if anything it was very creative that it didn't portray the bling era. If anything it portrays something that this generation hasn't seen, which is very sophisticated, ultra chic," he said.
The commercial will air on E!, Bravo, ESPN, and other channels.
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