With Times Square set to become the center of New Year’s Eve celebrations in a few weeks, the time seems fitting for the makers of CÎROC Ultra Premium Vodka and Sean “Diddy” Combs to “Step Into The Circle,” and take over the Crossroads of the World. The Times Square Takeover was the perfect backdrop for the introduction of CÎROC’s the new promotional spot focusing on toasting to special holidays and memorable moments. The positioning of this campaign is an evolution from the widely popular “Luck Be a Lady” commercial. It highlights the importance of celebrating life achievements with those closest to you.

Ciroc girls with HOMBRE Magazine’s Francisco Romeo

CÎROC’s previous platform, “Luck Be A Lady,” provided glimpses into Diddy’s lifestyle and influential people in his world. “Step Into The Circle” turns the lens outward. It captures scenes of celebration amongst everyday consumers that enjoy CÎROC as a centerpiece of their special occasions.

The integrated marketing program kicked off in Duffy Square, the northern triangle of Times Square. To commence the new campaign, CÎROC, in partnership with New York City, constructed a temporary 24-hour installation of a groundbreaking 36’ by 20’ dome. Guests entered a life-sized exhibit featuring the various moments that the campaign commemorates. Fans are encouraged to #StepIntoTheCircle via social media by sharing and tagging personal photos of their own circles.

“‘Step into the Circle’ embodies the philosophy, ‘If you want to walk fast, walk alone. If you want to go far, walk together,’ honoring the indestructible bond of an inner circle of friends, colleagues, and long-time connections,” says Combs. “The campaign is genuine, real and reflects the journey that you take with the people who matter to you most.”

The presentation included a first ever five-minute takeover of all electronic billboards in Duffy Square.  Speaking prior to the commercial’s world premiere over 12 video screens in Times Square, Combs said: “Being a city boy you have no idea what this means to me. This represents a personal evolution where I go from ME to WE.”

Maintaining momentum, “Step Into The Circle” will launch a fully integrated campaign that spans broadcast, print, out-of-home, digital, on and off premise and experiential events. The television ad of the same name was directed by acclaimed music/film director Paul Hunter and launched on ESPN during an NBA game on November 21. The spot includes cameo appearances by Diddy himself, rapper French Montana, artist Jermaine Dupri, and model/singer Cassie. The music and visuals evoke memories that bring viewers back to their circle – the unbreakable bond. Subsequently, the advertising will run on network and cable stations including NBA TV, ABC, ESPN, Bravo, TBS, and VH1 during the holiday season through early 2015.

In addition to the launch event in New York today, CÎROC will recreate the dome experience at major cultural events throughout the calendar year including New Year’s Eve, NBA All-Star Weekend and Grammy Award Weekend.

Sean ‘Diddy’ Combs with Francisco Romeo during Ciroc’s Times Square Takeover