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The Cîroc Commercial

In Cîroc’s “The Art of Celebration” commercial, Sean “Diddy” Combs, Frank Vincent, Eva Pigford, Michael K. Williams, Aaron Paul, Dania Ramirez, Jesse Williams, and others (all up and coming actors and actresses) are enjoying a night out in Las Vegas, celebrating with friends and drinking Cîroc’s Ultimate Premium Vodka. 

Analysis: 

The purpose of this commercial is to make Cîroc come across as a high-class vodka, an ultra premium brand, that even the stars of present day and future Hollywood (portrayed as the modern day Rat Pack) enjoy.  They are portraying Cîroc Vodka as the perfect drink for celebrating special occasions, a way for the average person to feel like a star.  As Diddy says, “The Rat Pack defined the art of celebrating in style.  I cannot imagine a Spirit more suitable for commemorating life with family and friends than CÎROC; a brand that has become synonymous with celebratory occasions.” 

Audience: 

The intended audience for this advertisement is young adults (of drinking age).  Through the eyes of Diddy, a modern day Hollywood star, the audience gets a feeling that Cîroc is hip, cool, contemporary, yet classy. 

Representation:

The actors and actresses in this video are portrayed as Hollywood stars, people of taste and elegance, friends of Diddy.  Diddy is being singled out because he is the face behind his brand of Vodka and the biggest star or them all.  The rest of the cast is having a great time celebrating with him.

Design:

There are two design elements of this commercial that stick out to me.  The first element is the location of the events in the ad, Las Vegas.  “Sin City” is known for being a place that people party, have a good time, and celebrate, a feeling that Cîroc would like to portray to its audience.  The second element was the Sinatra song, “Luck Be a Lady” that was used in the video.  Sinatra, another iconic star, sets a classy and elegant mood to represent this product.

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Resources:

Gallagher. (2008). Diddy/Sinatra Ciroc Video. Retrieved from http://www.youtube.com/watch?v=fF3G7vdM2UI

Diddy and Friends Take Vegas by Storm With New "Luck Be a Lady" Ad Campaign. [2013] Retrieved from http://www.prnewswire.com/news-releases/diddy-and-friends-take-vegas-by-storm-with-new-luck-be-a-lady-ad-campaign-135745658.html