Diddy And Friends Take Vegas By Storm With New “Luck Be A Lady” Ad Campaign

FOR IMMEDIATE RELEASE
West Hollywood, California, United States of America (Free-Press-Release.com) December 13, 2011 -- CîROC Ultra Premium Vodka and Sean "Diddy" Combs roll big and hit the jackpot with a fresh new ad campaign that takes audiences on a first-person journey into a special night out in 'Sin City' to the tune of Frank Sinatra's iconic 'Luke Be A Lady'.

The new ad campaign- also tilted "Luck Be A Lady"-is directed by world- renowned commercial visionary, Anthony Mandler, and will debut on December 14th 2011. The spot features Sean "Diddy" Combs and a cast of up and coming artists representing the future of Hollywood. Together, they will bring to life the art of celebration--the dapper lifestyle of the Rat Pack--that CîROC embodies in a contemporary, yet classic way. " The commercial will run on stations such as ESPN, E!, Bravo, TBS, VH1, and Comedy Central.

"Frank Sinatra made some of the most iconic records of our time; it is truly an honor to use his music again for this campaign," said Combs. "The Rat Pack defined the art of celebrating in style. I cannot imagine a Spirit more suitable for commemorating life with family and friends than CîROC; a brand that has become synonymous with celebratory occasion."

Shot in Las Vegas in late October, the ad also stars Chad Michael Murray of One Tree Hill, Michael K. Williams of Boardwalk Empire, Jesse Williams of Grey's Anatomy, Breaking Bad's Aaron Paul, supermodel Lisa Seiffert, and other notable stars. Beginning this week, fans are invited to view an extended version of the commercial on www.youtube.com/ciroc, and experience celebrating in style with Diddy's modern day Rat Pack.

During the holiday season, a new 30 second version of the campaign will be released which focuses on one of the most important components of celebration-safety. In addition, CîROC will partner with a handful of reality television's favorite housewives, further igniting the brand's social responsibility platform with the execution of the fourth annual CîROC Safe Rides Program. Pre-paid debit and metro cards will be distributed to consumers across the country on New Year's Eve, ensuring consumers enjoy a safe ending to their holiday celebrations.

About CîROC Ultra Premium Vodka

CîROC Ultra Premium Vodka is made using French Mauzac Blanc an Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose, CîROC launched nationwide in September 2003. In october 2007, DIAGEO-the world's largest spirits, wine, and beer company-made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean "Diddy" Combs, in which Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CîROC. The makers of CîROC launched two new flavors- CîROC RED BERRY and CîROC Coconut-in February 2010 and CîROC peach in October 2011. All three are also made with vodka distilled from fine French and infused with natural coconut, wild berry,peach, and other tropical fruit flavors. In September 2011 Market Watch Leaders recognized CîROC as 'Spirits Brand of the Year' for its outstanding performance and unprecedented growth during the 2010 fiscal year. 2011 Imported from France by DIAGEO, Norwalk, CT.

CONTACT:
Ben Russo
EMC|BOWERY
323.656.2030
Ben@emcbowery.com

Jackie Gonzalez
EMC|BOWERY
323.656.2030
Jackie@emcbowery.com

Tammy Thompson
Diageo
203.229.4876
Tammy,thompson@diageo.com

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