Cîroc, the no.1 super-premium vodka1, is launching ‘Make Big Moves’ – its first TV Advert in Great Britain. The campaign will be live from 8th November and collaborates with celebrities such as Winnie Harlow, Bimini, and Krept & Konan.
Produced by HeyHuman, and directed by Meeks & Frost, the series of three TV adverts invites audiences into four different scenarios, featuring distinctive characters in their own vibrant, unique worlds. With striking visuals, the campaign is a celebration of those who are proud to express themselves and aims to embolden people to do the same in a stylish, unapologetic and celebratory way, each celebrity represents a flavour within the Cîroc portfolio – Winnie Harlow as Pineapple, Bimini as Red Berry and Krept & Konan as the blue dot variant.
Cîroc is currently the no.1 super-premium vodka2 and has produced a raft of innovation in recent years – including Cîroc Passion, Cîroc Pomegranate and the re-launch of limited-edition Cîroc Summer Citrus, which is now a permanent expression within the portfolio. With flavoured vodka being the fastest growing spirit sub-segment3, the new campaign seeks to capitalise on increasing consumer interest in the liquid and cement the brand’s appeal to its core audience whilst placing the brand at the forefront of culture. The “Make Big Moves” campaign will be available to watch on video-on-demand and social media, alongside featuring on OOH.
Manon Lambert, Senior Brand Manager for Cîroc, Diageo Great Britain comments: “Cîroc has been growing from strength-to-strength to become one of the most popular super premium spirit brands in Great Britain4. Always at the forefront of culture and celebratory moments, the new Make Big Moves campaign champions exactly that. It is a fun, high energy and effortlessly cool advert. This is what Cîroc is all about. We cannot wait to welcome more adults to enjoy the super-premium vodka as we continue to build on the momentum of Cîroc’s success.”
HeyHuman Executive Creative Director, Shnoosee Bailey, added: “We wanted to put together a creative team that would really resonate with the Cîroc audience – not just in front of but behind the camera too. That group get what it means to Make Big Moves and have crafted – in its look and feel, soundtrack and the performances themselves – a campaign that reflects the big moves in culture and life that our talent and audience are making.”