Diddy partnered with Ciroc vodka in 2007 to help promote the brand. Ciroc is a premium vodka made entirely from grapes in France. The "Art of Celebration" commercial produced by Diddy and Ciroc depicts an elegant celebration in Las Vegas to portray the lifestyle and sophistication they want consumers to associate with the product. Celebrities are featured enjoying the party to imply that drinking Ciroc will make consumers feel important and bring happiness.