P. Diddy takes over NY with new Ciroc campaign

Diageo and Sean “Diddy” Combs constructed a giant dome in New York’s Times Square yesterday to launch their latest marketing campaign for Ciroc.

Sean “Diddy” Combs personally lit up Duffy Square last night to launch his new Ciroc campaign

The temporary, 24-hour installation housed a life-sized exhibit in Duffy Square, in the northern part of Times Square, to commemorate its new Step Into The Circle campaign.

Moving away from the super-premium vodka brand’s Luck Be A Lady campaign, which focused on rapper P.Diddy and his glamorous lifestyle, Step Into The Circle is designed to be a more inclusive campaign.

Combs said: “Step into the Circle embodies the philosophy, ‘if you want to walk far, walk together,’ honoring the indestructible bond of an inner circle of friends, colleagues, and long-time connections.

“The campaign is genuine, real and reflects the journey that you take with the people who matter to you most.”

The 36x21ft dome launched the new campaign last night (19 November), with the world premiere of a television ad shown on Duffy Square’s 14 billboards.

The television ad itself, which features cameos from rapper French Montana, artist Jermaine Dupri and singer Cassie, as well as Combs, will launch on TV screens during an NBA game shown on ESPN on 21 November.

It will run alongside print, out-of-home, digital and on- and off-premise support.

Diageo also plans on running a social responsibility campaign alongside Step into the Circle, which will run on US network and cable stations during the holidays and through into 2015.