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.
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
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
After watching the Ciroc commercial a few times, I agree that the location of Las Vegas is an important design element to the commercial. I thought the way the city was portrayed was unique and nostalgic, offering the consumer a new, glamorous feeling he or she might feel with the purchase of this product. The slow motion of the commercial makes one feel like time will slow down there, allowing one to savor every moment and truly celebrate as you indicated in your analysis.
ReplyDeleteHi Katie,
ReplyDeleteThis is actually the first time I have watched this Ciroc commercial and I think your analysis is right on point! I completely agree with location in Las Vegas is a good partner for the propose of the theme, as he said in the commercial, "Celebrate life responsibly" and like as the city is known for having a good time. The black and white effect brings the nostalgic aspect as well as the song by Frank Sinatra.
-Marisol