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- For the first blog post, I decided to analyze the Ciroc commercial with Diddy in it. I believe that this commercial was intended to attract new customers, particularly those who might not be familiar with the vodka or those in the higher class or those trying to be. From prior knowledge, I know that Diddy has been heavily involved in the hip-hop culture and already has supporters of the brand through those means. However, the commercial featured a song by Frank Sinatra, which is completely different genre. By using an iconic song as such, it will gain the attention from a different audience from one that was playing a rap song. The commercial is seen through Diddy's eyes, as he takes part in a high class gathering involving men dressed in suits and women in fancy dresses, while drinking Ciroc. With this scene being portrayed, it is selling a possible, but slim form of reality. Not everyone will partake in a scene like this while drinking Ciroc, but they are trying to sell the audience a dream of the high life. It is possible that upper class audiences will see this and can relate to the actions in the commercial, so they feel that they can relive this scene. Others, on the other hand, will see this and go purchase the vodka in hopes of being able to somewhat attain what they saw in the commercial, or at least feel upper class for the night.
One of the most important decisions when it came to the design of the commercial was the theme. Yes, it was a higher end gathering, but to match the Frank Sinatra idea, the gathering seems to be modeled after a social gathering of the wealthy from the time period of the early to mid twentieth century. This design was a great decision because it also gives off the idea that the Ciroc brand is a long lived company, one that generations of respectable, important people have used and loved. Associating the brand with this level of wealth and making it seem like an institution will surely attract new customers and reinforce returning customers decisions.
Thursday, January 19, 2017
Blog Post #1
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It is very interesting how the commercial juxtaposes symbols of the 21st century with a setting from the 1950's. Specifically, Diddy, well-known rapper in the year 2008, Ciroc Vodka, a brand invented in 2003, are juxtaposed with a setting of a 1950's party, and the song "Come Fly with Me," released by Frank Sinatra in 1958, all recorded in black and white film. I think the purpose of this juxtaposition is to show that the feelings associated with fame, luxury, pleasure, partying, good company, and voka are timeless. Celebrities like Sinatra and Diddy have been lavishing in alcohol and partying for decades. The message to viewers is that if you want to feel like a celerity you should drink Ciroc vodka. The lyrcis "come fly with me," act as an invitation for viewers to join the party with Diddy and Sinatra.
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