�Ciroc Vodka is an ultra premium luxury vodka which epitomizes the �Art of Celebration,�� says Diddy. "It�s our social obligation to promote responsible drinking and generate public awareness on the necessity of designating a driver. With the help of some great celebrity friends and E! Entertainment, we were able to create a campaign that will resonate with viewers and ultimately drive home the message that any designated driver is a star. If you plan to drink, plan a cab or safe ride home.�