Diddy’s New Fragrance Ad Is So NSFW, It’s Ridiculous (Seriously NSFW)

But it's not actually about sex, he says

Diddy and his girlfriend Cassie Ventura basically have sex in this NSFW spot for his new fragrance, 3 AM. But he says it's actually not about sex—not really.

"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 tells Style.com. "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."

The minute-long video is essentially an extended, quick-cut seduction sequence. "I like this style of commercial," Diddy says. "I was brought up during that Calvin Klein time, and those sexy videos are part of what made me want to get into the fragrance industry. It was those types of ads."

The rapper and entrepreneur will roll out the fragrance at Macy's, but the retailer apparently wasn't thrilled with the racy promo—and has demanded a toned-down version to play in stores, says Page Six.