Diddy and Cassie are apparently getting things hot and heavy at 3 AM according to the commercial for their new unisex fragrance of the same name.
The busy couple popped up at Macy’s in NYC for the launch of the scent– looking good fully clothed.
Described as “An addictive blend of fresh, powerful, sensual. Full of Dangerous possibilities,” Diddy spoke to Style.com about what he was hoping to accomplish after releasing his first new fragrance since 2009’s I Am King.
How did you develop the concept for the video?
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. 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.
Did you intend for the scent to be unisex?
It evolved into being unisex. I think when you plan to make a unisex fragrance, it doesn’t work. But when you just make a good fragrance that doesn’t smell like you’re trying to be masculine, you always have a great opportunity [to attract] women. In this case, it was made for a man, but a lot of women liked it, so it’s unisex.
The last scene with you and Cassie is really steamy—what kind of reaction do you think you’re going to get from it?
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.
What are you usually doing at 3 o’clock in the morning?
Everybody has a 3 a.m. experience, and usually it’s not the regular story that you’re talking about. Why are you even up and out at 3 a.m.? Yeah, there is a story there.
Check out Diddy’s incarnation of love being the new sexy in the ad below. [NSFW!]