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Serve Responsibly

Celebrities and Ciroc Team Up for E! Entertainment's Drive Safe Campaign

June 18, 2009


Los Angeles, CA – E! Entertainment has partnered once again with Sean “Diddy” Combs and CÎROC Ultra Premium Vodka for the network’s “Drive Safe” multi-platform public action campaign, which encourages responsible decision-making after a night of drinking and offers a solution to find a safe ride home.  This year’s campaign includes on-air spots that feature some of today’s hottest celebrities revealing who their designated drivers are, as well as easy online and wireless access to taxi services across the country.
 
“E! loves a good party, but we also want to make sure that our viewers have the resources they need to be safe,” said Suzanne Kolb, Chief Marketing Officer, E! Entertainment and The Style Network; General Manager, Eonline. “We are thrilled that so many viewers have taken advantage of the easy online and wireless access to taxi services that our ‘Drive Safe’ campaign offers.  We want to extend our thanks and gratitude to Sean 'Diddy' Combs and CÎROC for their partnership in generating awareness about this important cause and inspiring viewers to make responsible choices.”
 
“As the office vodka of summer, CÎROC wants to make sure people are safe when celebrating with friends,” said Sean “Diddy” Combs.  “So, CÎROC and I worked with E! to show people how to celebrate life responsibly.  Make sure you have a safe ride this summer." 
 
“I had such a meaningful experience filming the ‘Drive Safe’ campaign spots for E!, Diddy and CÎROC,” said Kim Kardashian.  “I want everyone to understand the importance of responsible drinking and to please always remember to have a designated driver when going out with your friends.”
 
Celebrities featured include Dave Annable, Kim and Kourtney Kardashian, Shanna Moakler, Kat Von D, Tom Green, Kendra Wilkinson, Karina Smirnoff, Maksim Chmerkovskiy, as well as “E! News” correspondents Jason Kennedy and Ashlan Gorse and “Daily 10” hosts Debbie Matenopoulos, Catt Sadler and Sal Masekela.  In the spots, the celebrities are hanging out at a popular Hollywood nightclub and share with viewers who their designated drivers are, including some celebrity surprises… Tom Green’s is Kathy Griffin, Dave Annable’s is Molly Simms, Karina Smirnoff’s is Tom Bergeron, Shanna Moakler’s is Carmen Electra and Kendra Wilkinson’s is Hank Baskett (and his entire Philadelphia Eagles football team).
 
The key message of the campaign is to make smart decisions about responsible drinking and to ensure that a safe ride home after a night of partying can be found easily, viewers are encouraged to text “DRIVESAFE” to 44264 from their wireless devices or log on to Eonline to receive taxi contact information in their area.


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