Ciroc Advert

The advert I chose is for "Ciroc" Vodka, which is an upmarket alcoholic drink. It was first introduced to America in 2003 and like many other celebrity endorsed products its popularity has sky rocketed. The main celebrity endorser of Ciroc is Sean Combs aka Diddy. This advert incorporates both the new and old of America as it is shot in black and white with Frank Sinatra as the soundtrack. Also featuring Diddy who is known by millions through his music, fashion line and other endevours it adds the modern and hip touch that may suggest the drink is to be enjoyed possibly not in a club environement but in a more classy way. This can be seen by the attire in which they are wearing and also the lavish surrounding, they are living the good life.

As with other celebrity endorsed products having some such as Diddy advertise the products can bring in a cross over of consumers from the people who he does business with(because it is seen as classy) and also the hip hop community and/or followers of this music. So it can be just as popular for an 18 year old rap fan as it can be for a 50 year old business man. On the other side of the coin the fact that it is trying so hard to make itself appealing to a younger audience may alienate it from the older one.

The above advert is only one of a number featuring Diddy, the drink has also featured in his music videos and there is even a song called "Ciroc Boys". 

 Below is an example of the extravagent lengths they are going to, to promote this drink:

"Although Champagne is the common celebratory libation of choice to ring in the New Year, Diddy and Ciroc are trying to change the tradition to include their “ultra-premium vodka.”
The constantly evolving marketing machine that is Diddy is offering the Mayor and City of New York $1 Million Dollars to change the New Years Eve Ball to Ciroc Blue. Although Diddy admits the proposal is a publicity stunt to help brand Ciroc to the New Years Party crowd, he does say that he just wants the colour to be changed, no logo. I guess given these hard economic times people might just feel the need to sip on something a bit more stiff than the traditional bubbly. Diddy doesn’t pose a specific use for the contribution but suggest using it to build parks, improve schools or for foreclosure “bailouts.” As yet there hasn’t been a response from the Mayors office.
In addition Diddy goes on to announce that the Ciroc street team in conjunction with the New York City Taxi & Limousine Commission will be handing out $15 taxi cab vouchers to New York party goers to make sure they get home safe"