Diddy And Cassie Get XXX To Promote New 3AM Fragrance

Diddy's latest fragrance, 3AM, drops on May 6 at the Herald Square Macy's, and someone must have told the mogul sex sells, because this ad is kind of nuts. Somewhere between a daring fashion editorial come to life and a '90s rain-drenched R&B video, the short ad features Diddy and his long-time squeeze Cassie flirting, fighting and finally getting it on. The shots are quick but the camerawork is surprisingly candid, and the ad's artful lighting and tight close-ups don't do anything to turn down the heat. As for 3AM, Diddy tells Style.com he's releasing the citrusy scent—his first in six years—because "the game needs me."