Sexy Diddy Ad Does MTV After All

Tue., Sep. 18, 2007 1:03 PM PDT by

Diddy wanted his MTV. And he got it—though not without some compromise.

The rap mogul otherwise known as Sean Combs earned himself a ton of free pub in recent days—which was probably the point—when a few cable networks, including the Viacom-owned MTV and VH1, refused to air a racy ad he created for his new Sean John Fragrance line, Unforgivable Woman.

The commercial, which Diddy produced and stars in, is billed as a three-minute movie. It begins with the sharply dressed 37-year-old hip-hopper making eyes at an exotic model in a Times Square hotel bar and  ends with the pair having a steamy encounter.

With its barely there lingerie, the clip, which costars model Jessica Gomez, plays out like a Victoria's Secret or Calvin Klein ad.

But MTV executives deemed 30- and 60-second versions of the ad too salacious and demanded Diddy edit out some of the more erotic imagery before the spots could be cleared for broadcast.

Combs initially balked, issuing a statement that said he would instead release the full three-minute unrated version of the ad—which he hailed as a "groundbreaking movietisement"—exclusively via his MySpace page.

"I feel strongly that this movie needs to be viewed and judged by the public rather than by executives," Diddy said in a statement. "Some people may be uncomfortable with the sensuality and sexual content, but it is important for them to make that decision personally."

At the same time Combs was protesting the ban in public, he apparently did agree to bow to censors' demands and make some alterations after all.

A spokeswoman for MTV told E! Online that tamer versions of the 30- and 60-second clips in question began running on the network Tuesday.

"He did make cuts to it, and he didn't have any issues with them," she said.

A rep for Sean John Fragrances, Hampton Carney, confirmed Diddy made a total of nine edits, but Carney stressed that the Bad Boy mogul is still determined to bring the full three-minute clip to television.

"Yes, they have made some edits, and they're airing the commercials. But he still feels there's going to be some back and forth, because he wants more of his version of the ad edited into the commercial," said Carney.

Meanwhile, another source close to the rap mogul insisted Diddy "is not done with it yet. He's going to push until he gets what he wants."

Combs—who hypes Unforgivable by saying, "It will revolutionize the way people view fragrances forever"—will unveil the fragrance Wednesday night at a celeb-filled launch party in New York. For those unlucky enough to have missed out on an invite, the event will be streamed live on Diddy's MySpace page from 10 p.m. to 12 a.m. ET.

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