P. Diddy's Ad Too Racy for Television

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Diddy's Racy Fragrance Ad Surfaces Online

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TIMOTHY A. CLARY/AFP/Getty Images(NEW YORK) — Diddy certainly pushed the envelope in his fragrance ad for 3AM by Sean Jean, however it was deemed too sexy for executive's at the fragrance's retailer, Macy’s.

According to the New York Post's Page Six, the mogul was told to re-edit several times to tone down the explicit scenes, which caused the ad to be delayed. The steamy commercial has surfaced online and sees Diddy seducing his real-life girlfriend, Cassie Ventura. At one point, Diddy chokes her while she exposes a nipple ring, and the pair simulate a sex scene on a bed.

"The full-length version includes such provocative images that retailers were concerned about young customers seeing [them]," says an insider.

When asked what inspired the racy content, Diddy says the commercial is fantasy of what happens after dark.

"The concept for the video represents one of the things that 3 a.m. is for me," Diddy toldStyle.com. "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."

3AM by Sean John retails for $55. It will be available beginning May 6 at Macys.com and Macy's stores.
 
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Obviously that explicit Diddy-Cassie perfume commercial was never going to be a Macy’s ad

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By Emily Yahr May 7 at 1:02 PM
Page Six reported that Macy’s wouldn’t allow the video to play in its stores, and the edits to make it more PG almost delayed the launch. Then, more stories appeared about Macy’s “ban”on the “NSFW” video.

“In an attempt to bypass the censors, Combs tried to get the commercial [out on cable channels], but it was still deemed too racy,” Page Six quotes a sourceas saying.

We checked in with a Macy’s representative, who confirmed given that the store serves “a very broad base of customers of all ages,” the video had to be toned down. As for getting the commercial on television? That was never the plan, as it was specifically made for visuals in Macy’s stores; Diddy has had an exclusive distribution deal with the retailer since 2010.

So let’s make this very, very clear: There’s no way that Diddy ever expected a video like the one he made to actually make it on to Macy’s or on TV. However, he figured that releasing a very naked video would grab more publicity than an already-censored one, so he went with that.

And sure enough, it worked, as he released a more-PG “edited” snippet along with the uncensored version, and promoted both:

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Well played, Diddy — and thank you for this week’s lesson in public relations 101.
 
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