Sean “P. Diddy” Combes has copped heat after the release of his rather questionable advertisement for his new cologne.

Diddy’s new fragrance entitled 3AM features a 1-minute vid of himself and long-time girlfriend, Cassie, in all sorts of compromising positions, which has lead to the ad already being banned by major retailers and television, as The Mirror reports.

The original clip sees Diddy and Cassie play a weird game of cat and mouse, Cassie virtually naked for the entire take, before the pair pretty much simulate all sorts of sexual acts, causing a stir of controversy that’s resulted in the video to be banned.

The 45 year-old has defended 3AM’s original, racy cut, speaking with Style he stated the following, “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. 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.”

Curious, we wonder if he’s actually serious about these kind of odd “love is the new sexy” comments, or whether this is a sneaky publicity stunt to have his first fragrance in six years hit headlines. Diddy has since been forced to remove the controversial content within the advertisement by Macy’s, the US retailer where the music mogul will unveil the new scent.

You be the judge – take a look at the original banned advertisement and remember, this is definitely not safe for work:

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