‘Perfectly Smooth’ features Sean “Diddy” Combs and, according to the release, “a surprise, up-and-coming comedian”. Together, the duo will introduce the new red berry and coconut flavours, while showing consumers what ‘smooth’ means during a tongue-in-cheek battle of wills.

Directed by Grammy and Cannes award-winning Dave Meyers, the campaign will feature a 30-second on-air “teaser” spot to promote a three-minute short film that will be online at www.ciroc.com.

Combs said: “Adding a twist of humor helps us communicate our key brand messages in a fun, entertaining way.”

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