The makers of CIROC Ultra Premium vodka debuted 6/2 their ‘Perfectly Smooth’ campaign featuring entertainment mogul Sean “Diddy” Combs and a surprise, up-and-coming comedian. Together, the unlikely duo will introduce the new CIROC RED BERRY and CIROC COCONUT flavors, while showing consumers what ‘smooth’ means during a tongue-in-cheek battle of wills.
In the new campaign, the makers of CIROC vodka showcase Mr. Combs’ comedic chops, injecting a bit of humor while still maintaining the brand’s sophisticated persona and luxurious lifestyle. Directed by Grammy and Cannes award-winning talent Dave Meyers, the campaign will feature a 30-second on-air “teaser” spot to promote a full three-minute long short film that will live online exclusively at www.ciroc.com.
Alexandra Sklansky, CIROC spokesperson, tells RBR-TVBR the teaser spot is running on CNN, BET, E! and Bravo.
In the film, Combs challenges an unexpected visitor to a “Smooth Off” competition. In an otherworldly manner, Combs demonstrates his gravitas as he floats through his living room to greet his company. His challenger then reveals his own prowess, when, rather than accepting cocktails from Mr. Combs’ butler, he mysteriously reveals bottles of the newly-launched CIROC RED BERRY and CIROC COCONUT. The film then culminates in an all-out battle for the title of “Smoothest Man.”
The ‘Smooth Off’ film will be complemented by additional creative and online vignettes featuring Combs showing off his smooth skills, which will air later this summer. The campaign will also feature a social responsibility-focused spot to reinforce the brand’s commitment to responsible decision-making.
“As CIROC vodka’s smooth character and unique flavor profile is what sets us apart from our competitors, this creative direction perfectly complements our liquid while also highlighting our brand’s sophisticated lifestyle,” said Combs, who entered into a strategic marketing alliance with the spirits brand more than two years ago. “Adding a twist of humor helps us communicate our key brand messages in a fun, entertaining way.”
CIROC vodka, one of the world’s only vodkas made from grapes, made its broadcast advertising debut in the fall of 2008, in which Combs and the brand harkened back to the style and charisma of some of Hollywood’s most iconic figures to illustrate “The Art of Celebration” through stunning black and white visuals and a soundtrack that featured Frank Sinatra’s renowned “Come Fly With Me.” This new campaign also seeks to capture the CIROC vodka lifestyle with a touch of humor.