The linked commercial is of Ciroc, brand of a vodka created by Diddy. The commercial starring Sean ‘Diddy’ Combs indicates a higher social class, another standard of living, and ‘conspicuous consumption’ . Consumers express their consumption of this product by overtly showing off they can afford this brand-name, celebrity created vodka, buying into the lifestyles of the rich and famous, and that this brand of vodka is smooth and will ensure everything is better in their life.
Pierre Bourdieu’s ‘Status Game’ in respect to cultural capital shows what we think of others, how others perceive us and Ciroc gives off a ‘snobbery’, following Sean Comb’s high-flyer lifestyle.
False consciousness of thinking that a consumer needs the product in order to reach the height of success that Diddy has, or conversely, if going through hard times, Ciroc will smooth those problems over and make everything better. This directly ties into Ellis Cashmore’s hypothesis of ‘Buying Beyonce’ as Diddy shot to fame as a black hip-hop artist who was able to successfully transition to mainstream culture and is a house-hold name. He does not hide his life style: is known for lavish parties, buying the highest quality prodcuts, and spending large amounts of money on his kids, parties, homes, and vacations. Jean Baudrillard’s ‘sign value’ functions as status of different connotations, in the context of Ciroc, it is saying that this is the vodka of status.
I think the consumption of this item gives of the impression the consumer is better off if they can afford a bottle of Ciroc. As a minimalist myself, the idea of spending upwards of $50 a bottle seems insane, and after further investigation, most of Canada would agree since distribution across Canada was discontinued soon after its released due to poor sales. The lifestyle of the hip-hop mogul is apparent in the commercial- a private jet, reading a business book, while being accompanied by his body guard; the lifestyle is out of touch with many consumers, so purchasing a bottle of Ciroc may accompany a want for this kind of life.