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Diageo has released a series of 15-second spots for its Sean "Diddy" Combs-backed DeLeón Tequila that target the "short attention span" of Millennial consumers.

The six ads, part of DeLeón's 'The Next Level' campaign, appeal "specifically to the media-savvy, fast-paced millennial generation’s consumption habits", Diageo said. The ads launch digitally today and will air on TV during the final season of AMC's period-drama Mad Men.

"We know that today’s consumers - even those shopping luxury brands - want quick, enticing content," said Combs. "They’re busy, focusing on multiple screens at once, and have a short attention span. You have to capture them with the first beat."

Each ad features different music, with one using the opening chords to Muddy Waters' 'Mannish Boy'.

Diageo said the campaign will be "optimised for maximum sharability of the content".

Diageo acquired the DeLeón brand last year as part of a joint-venture agreement with rap artist and producer Combs. The two also collaborate over the Ciroc Vodka brand.


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