When thinking of ways to sell his new fragrance 3 AM, Diddy decided to use sex. In a promotional video for the unisex fragrance released to Style.com, Diddy and his girlfriend Cassie Ventura push the envelope completely. In short, Cassie strips down completely and together they show the world what may or may not go down when they’re together during the wee hours of the morning. Oh and in case you’re wondering why Diddy decided to use his lady’s nude body to sell the fragrance, the hip-hop mogul says that he wanted to truly capture what can happen at 3 AM.
“The concept for the video represents one of the things that 3 a.m. is for me. It’s a very one-on-one time,” he told Style. “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.”
When asked how he thought people would react to the Nabil Elderkin-directed video, Diddy had this to say:
“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. 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.”
As for what he would like to evoke with the 3 AM, Diddy says that he wants people to “get laid.”
“First of all, I want [people] to like the design of the bottle, but just like with any fragrance, I want somebody to stop you in the elevator and ask you what you’re wearing. No matter what the fragrance is called, that’s my objective. And I want a lot of people to get laid to it!”
Check the video out below. Let us know your thoughts.