The purpose of this video is to serve as an advertisement for Ciroc Vodka. In addition to showcasing the vodka, the video producer also wanted to accentuate a version of reality that was full of luxury and high-end living. This is achieved by having the advertisement follow the perspective of Diddy and his elegantly dressed friends as they dance, socialize and drink in a modern mansion to a classic record of Frank Sinatra. This media message is a representation of a reality is much different than that of an average consumer's everyday life.
With that being said, I believe that the intended audience of this video is the average person. The video producers convey information in this way to imply that these are not just everyday people purchasing this vodka and consuming it, but these are high class celebrities that are consume/endorse it. It is almost implicitly saying that if you purchased this premium vodka, you can also live an extravagant life like this, even if its just in what you drink. From the standpoint of a consumer/viewer I would probably have an unconscious mental note that would remind me of this "fancy" advertisement if I ever had to go out and purchase vodka. It is one thing that would make Ciroc stand out above the others.
In this entire video, Diddy is the only person who stands out (with an undone shirt/bowtie), and he is also the only one outright advertising the vodka throughout the video (saying in the first six seconds - "When I celebrate life I celebrate with the best - Ciroc Ultra Premium vodka"). This puts more emphasis on him as he is the most well known (to the consumer) character in the advertisement. Consumers pay more attention to people that they can recognize, which means that the video producers' choice of having him as the focal point of the advertisement helps sell the product.
From the perspective of a video producer, I think some of the most important design decisions that were used in creating this ad can include keeping it simple/classy/aesthetic, with minimal talking/disruptions, and portraying all of the people in the video having a seemingly great time. This helps the creator showcase the product as everything premium, fancy, and great, yet you the average consumer can purchase it.
I enjoyed your take on the Ciroc commercial. Your point about it being about the high life but targeted towards the average person shows in its actual pricing, a point made in another review. I also thought that the commercials made a lasting impression on me because they were so simple and caught the essence of why we most of us drink and enjoy the company of our friends. I don't think this would have been half as effective if they are around a campfire. I also agree with your assessment of Diddy being the lead spokesman. It reinforces for me the Rat Pack motif and being your own leader so to speak. It is his vodka he tells you why he drinks it and it is back to good times in Vegas.
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