• by Larissa Faw , September 19, 2016

Sean 'Diddy' Combs recounts his rags-to-riches backstory as part of the new "Let's Get It" campaign for Ciroc vodka. 

Developed with agency 72andSunny, the campaign celebrates the 'hustle' behind Diddy’s success, as well as showcases his friends and now-famous self-starters, DJ Khaled and French Montana.  

The campaign weaves archival footage from Diddy’s life story with stories of current up-and-coming artists, including fashion designers Kristen Noel Crawley and Chris Stamp, eyewear designers Coco & Breezy, dancer Nikko Wallace, and aspiring hip hop artist Crystal Caines. 

Diddy recounts his first job as a paperboy picking up four different routes and calls on the next generation to be patient and never give up. He promises that his current mission is to open up doors, so they can do it bigger and better than he did.

The integrated campaign includes broadcast, digital and social elements. 

The project represents an evolution for Ciroc as it seeks to expand beyond its urban market roots. The "Let's Get It" tagline is designed to serve as a rallying cry to the up-and-coming generation to fearlessly pursue their passions. 

The launch also coincides with Ciroc’s unveiling of its new Mango flavor and will extend through the end of the year. 

This is the first campaign with Ciroc and 72andSunny's New York office. Diddy has served as Ciroc's brand ambassador in the U.S. since 2007, following a 50-50 agreement with Diageo worth $100 million at the time.

Sales of the vodka have grown from 50,000 cases a year to 2 million since his involvement.