Rap and fashion mogul Sean “Diddy” Combs is set to unveil his first new fragrance in six years this week with an appearance at the flagship Macy’s in Herald Square.
On Monday, Diddy released the first video ad for the unisex fragrance, called 3 AM. The video features the rapper’s girlfriend Cassie, topless and posing provocatively with Combs.
(Warning: Nudity, Sexual Content)
“The required edits almost delayed the [fragrance] launch,” a source with knowledge of the situation told the Post. “In an attempt to bypass the censors, Combs tried to get the commercial [out on cable channels], but it was still deemed too racy.”
The paper also reports that police visited the set of the video shoot. The shoot reportedly went past its scheduled time and the building’s management called police, but officers ultimately let them finish the production.
Combs came in at number 31 on Forbes’ Celebrity 100 list this year, with estimated earnings of $60 million in 2014. The mogul’s business interests include a large stake in Ciroc vodka, the Sean John clothing line, and cable channel Revolt TV, which launched in 2013.
In an interview with Style.com, Diddy explained his new fragrance’s “3 AM” moniker.
“The concept for the video represents one of the things that 3 a.m. is for me,” he told the site. “It’s a very one-on-one time. It’s a time to have fun and push the envelope a little bit. It’s definitely an hour where you would find yourself with a young lady. Anything can happen at 3 a.m., and in the video, you see a fantasy that’s in my head of what happened that night.”
Check out the full NSFW video above.