10/20: Diddy Discusses the Meaning of Ciroc's Sinatra Ad
In
a pair of articles by the AP, Diddy discusses some of the economic meaning behind the
new Ciroc ad that features music by Frank Sinatra.
Sean "Diddy" Combs, the entertainment mogul who co-runs the Ciroc vodka brand with liquor company Diageo PLC (nyse: DEO - news - people ), hopes his new 30-second ad for the superpremium drink balances luxury and sophistication without the gratuitous excess and bling that for many Americans is no longer within reach.
"It's definitely being conscious of what's going on in the economy," he said. "But at the same time understanding that we do live in a strong country and that during the holidays, this is a time - if any time - for us to market the brand because people are going to need a break to celebrate."
The black-and-white ad, called "The Art of Celebration," shows sophisticated, refined times at home — not out in flashy clubs, Combs told The Associated Press on Monday. Given the economy, he said that could be a trend going forward.
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