The Art of Celebration

By: Madison Tavarozzi

Sean “Diddy” Combs• In 2007 Sean Combs and Ciroc Vodka created an

alliance together for domination in the alcohol industry.

• Diddy would be the main focus of all advertisements and would be in charge of creating all the brand management aspects.

• Diddy & CÎROC Present: Art of Celebration -YouTube

CÎROC® Ultra Premium Vodka

• This alcohol is meant to be high end in the way it is made

• One of the world’s only vodkas created entirely from grapes

• The name is derived from the combination of two French words, “Cime” meaning peak or summit-top and "roche" meaning rock. True to its roots, CÎROC® Mauzac Blanc grapes stem from the high-altitude vineyards in Gaillac, France overlooked by the stony village walls of Cordes-sur-Ciel.

• Most vodkas are made from sugars and starches.

Implications

What is shown in this commercial is what the company wants the consumer to believe will happen when they use their product.

• Music= class and sophistication

Frank Sinatra was known for being a real gentleman who attended all the classy and popular parties.

• Men and women used= attractiveness

-clothes (Suits and dresses)-makeup-hair-jewelry

• Celebrities= feeling important– Eva Marcille Pigford (model)

– Lisa Seiffert (model)

– Dania Ramirez (actress)

– Sean “Diddy” combs (Businessman, music artist, entertainer)

– Chad Michael Murray (actor: best known on One Tree Hill)

– Michael K. Williams (actor: best known on Boardwalk Empire)

– Aaron Paul (actor: best known on Breaking Bad)

– Jesse Williams (actor: best known on Grey’s Anatomy)

Luxury items= wealth

• Smiling, laughing people= happiness

• Las Vegas= Celebration

• The camera angles were almost all cuts to show excitement.

• The close ups were always on the Ciroc bottle the keep your main focus on the product being advertised.