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.

DIDDY AND CÎROC VODKA PAY HOMAGE TO SINATRA IN NEW AD CAMPAIGN
Ol’ Blue Eyes Provides Soundtrack for Ultra-Premium Vodka’s New Spot

NEW YORK, October 7, 2008 – Diddy is bringing the art of “sophisticated celebration” to life on the small screen for the only ultra-premium vodka that truly embodies that spirit – CÎROC.

CÎROC, one of the world's only vodkas made from grapes, will debut a brand new advertising campaign this week featuring Sean “Diddy” Combs demonstrating the art of sophisticated celebration in a contemporary yet classic manner. Entitled “The Art of Celebration,” the campaign stars Combs with his modern interpretation of the “Rat Pack” celebrating with CÎROC as Frank Sinatra’s renowned “Come Fly With Me” plays throughout.

Shot in black and white at one of Sinatra’s former California homes, the 15- and 30-second commercials depict Combs as a high-spirited host amidst a chic crowd during an impromptu private house party. Combs is serving CÎROC while engaging with his modern-day “Rat Pack” entourage. Combs mingles, dances and jokes during the intimate party, before finally stealing a private moment to gaze into the night as the crowd enjoys a fun-filled evening inside.

"Frank Sinatra is one of my heroes. It was truly an honor to have had the opportunity to use Sinatra’s work and home for this campaign,” said Combs. "He defined sophisticated celebration as a lifestyle a generation ago. I couldn't imagine a spirit more appropriate for such occasions today than CÎROC, a brand that has become synonymous with celebration."

The spot represents a continuation of the brand’s commitment to defining “sophisticated celebration,” a concept Combs embodies and cultivates both personally and professionally as a lifestyle and entertainment icon. During the holiday season, the campaign will evolve to focus on one of the most important aspects of sophisticated celebration – safety.

“My friends are important to me,” added Combs. “Whenever we celebrate, I make sure we are celebrating responsibly. I hope that anyone who enjoys CÎROC and enjoys a sophisticated lifestyle does the same.”

Since announcing its strategic alliance with Combs almost a year ago, CÎROC has been growing significantly in size and continues to garner industry awards. It was recently ranked one of the top ultra-premium vodkas by the New Luxury Institute in their annual Luxury Brand Status Index (LBSI), a survey of wealthy consumers that measures brand prestige. It also won a prestigious Gold Medal at the 2008 San Francisco World Spirits Competition.