Apparently, this is what 3 a.m. looks like to Sean "Diddy" Combs.
The 45-year-old rapper has debuted the steamy ad for his latest fragrance 3AM, which features longtime girlfriend Cassie and is undoubtedly NSFW (needless to say, that's an understatement—take note before you press play).
In the one-minute racy clip, we see the 28-year-old singer strip down completely naked, provocatively straddle her man and even flash a glimpse of what appears to be her nipple ring. There's also simulated sex (and a shirtless Diddy) coupled with far more titillating scenes than we saw in the original Fifty Shades of Grey trailer.
Currently available at Macy's and other fragrance stores, the scent is Diddy's third (he previously released Unforgiveable and I Am King) and is also unisex.
"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," Diddy told Style.com ahead of the release of the commercial. "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 how the concept of the video came about?
"The concept for the video represents one of the things that 3 a.m. is for me," he said. "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."
With regards to what Combs hopes to achieve with the scent, the recording artist wants to make the world a little bit hotter.
"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," he explained. "No matter what the fragrance is called, that's my objective. And I want a lot of people to get laid to it!"
Per Page 6, the original ad was deemed too racy and had to be edited before it was approved by Macy's—a report which Combs seemingly confirmed on Monday in promotion of the ad.
"ATTENTION!! I'm debuting my NEW #3AMseajohn campaign TODAY!! They say it's TOO HOT for TV! Are you ready??," the musician wrote, posting a screengrab of the Page 6 story.
What do you think of the commercial? Tell us in the comments.