Puff Daddy Reflects on His Work Ethic in Film for Ciroc
Rap Mogul Shares His Words of Wisdom on Entrepreneuriship
Sep 15, 2016
Sean "Puff Daddy" Combs reflects on his work ethic and entrepreneurship in a new campaign for Ciroc, the Diageo vodka brand for which the rapper carries out all U.S. strategic marketing.
The creative, developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo, also features DJ Khaled and French Montana, and is centered around empowering and encouraging entrepreneurs and creators to pursue their passions.
Directed by Epoch's Zach Heinzerling, it features Combs talking about his beginnings, getting his first job as a paper boy aged 12 and his mom working four jobs -- all of which instilled a work ethic in him, as we see archive footage of a young Combs early in his career, as well as today in his designer mansion. This is interspersed with footage of some of today's young enterpreneurs -- they include accessories designers and DJs Coco and Breezy, jewelry designer and beauty entrepreneur Kristen Crawley, and New York Harlem dancer Nikko -- as Combs advises: "The road to achieveing your goal is never what you think it's going to be."