I think CIROC is Latin for "Overweening Pretentiousness"

I don't know about you, but after a long, hard day of work for not very much money, there's nothing I like better than to see a commercial featuring rich, beautiful people jetting off to Vegas and guzzling "ultra premium" vodka.

As near as I can tell, this fabulously entertaining little ad is all about how millionaire playboys without a care in the world enjoy taking private planes to Vegas and then strutting around in $2000 suits as the congratulate each other on their God-given awesomeness. Naturally they are joined by equally glamorous, equally beautiful leggy women who share their fondness for The Good Life, which involves mugging for the camera and flashing million-dollar smiles for the benefit of us Little People, who are just happy to have the opportunity to bask in their reflected light.

And it all comes down to the Vodka. It's not JUST Vodka, and it's not even just premium vodka. That crap is for us peasants. This is ULTRA PREMIUM Vodka. If you didn't know that there was any such thing, well, you weren't supposed to. Because you aren't good enough for it, and if you got to Vegas in something other than your own Lear Jet, I'm sure the makers of CIROC would prefer you stick to Smirnoff anyway.

Speaking of which- I can't believe I miss those Smirnoff "I was there" ads of two summers ago. The people in them were no less insufferable than these dressed-to-the-nines rodents, but at least they seemed to be middle class dickwads who might actually have to settle for (gasp) flying coach now and then. Much better than watching the One Percent admiring each other as they toast their Far Far Better Than Us status.