Ciroc Ultra Premium Vodka, a brand of London-based Diageo plc, Sean "Diddy" Combs and Esquire have teamed up to spread a message this holiday season about “Responsible Celebration.” The initiative is designed to elevate the conversation around smart decision making and keep consumers safe during and after holiday celebrations, the company says.

The program kicks off this week with the launch of the "Ultra Premium Cut" contest, which will give one aspiring filmmaker the opportunity to create the next Ciroc Safe Rides Commercial. Through Dec. 2, participants can submit their ideas online at esquire.com/ciroc. Combs; Jack Essig, publishing director of Esquire; and two other soon-to-be-announced celebrity judges will select the top three entries, and consumers will vote online for their favorite of the three from Dec. 6 to 11. The winning commercial will debut New Year’s Eve on national TV.