A provocative new perfume ad by rap mogul Diddy has been deemed “too hot for TV”.
The fragrance in question is called 3AM and the accompanying video features rough sex and Diddy’s recording artist girlfriend Cassie completely nude.
Diddy, formerly known by a host of other names including Sean “Puffy” Combs, posted a screenshot of an article by celebrity news site Page Six, with the caption: “ATTENTION!! I'm debuting my NEW #3AMseanjohn campaign TODAY!! They say it's TOO HOT for TV! Are you ready??”
According to the New York Post, retailers were concerned about the explicit nature of the advert, and even cable television channels were afraid to run it.
“The full-length version includes such provocative images that retailers were concerned about young customers seeing (them),” said the New York Post source.
“The required edits almost delayed the (fragrance) launch,' added the source. 'In an attempt to bypass the censors, Combs tried to get the commercial (out on cable channels), but it was still deemed too racy.”
In its most steamy scenes, the adverts shows a naked Cassie straddling a fully suited Diddy. Cassie dispenses with clothes for most of the video, and in one shot, her nipple piercing is clearly visible. The 45-year-old Diddy also appears to choke Cassie in another scene.
According to Diddy, the ad isn’t about sex. It’s about love.
“I think if people hear about the video, they’re going to hear that it’s racy and provocative, but I also think they’re going to hear people say that it’s beautiful,” he said.
“That whole interaction has nothing to do with sex as much as it has to do with love. My concept is that love is the new sexy.”