If there is one thing for sure, when it comes to Diddy hekeeps finding new ways to brand himself and any company he represents. In hislatest advertising campaign for Ciroc Vodka, the mogul is using Frank Sinatra's music to showcase the "sophisticated celebration' of the alcoholic beverage.

Titled 'The Art of Celebration' Diddy uses his interpretationof a modern Rat Pack for the campaign as Sinatra's 'Come Fly With Me' plays in the background. The black and white ad was shot at one of Sinatra's California homes and showcases Diddy hosting a chic group of partygoers. 'Frank Sinatra is one of my heroes. It was truly an honor to have had the opportunity to use Sinatra's work and home for this campaign,' said Diddy. 'He defined sophisticated celebration as a lifestyle a generation ago. I couldn't imagine a spirit more appropriate for such occasions today than Ciroc, a brand that has become synonymous with celebration.'

During the holiday season the ads will run with an added message about the importance of safety when drinking. 'My friends are important to me,' said Diddy. 'Whenever we celebrate, I make sure we arecelebrating responsibly. I hope that anyone who enjoys Ciroc and enjoys asophisticated lifestyle does the same.'