Nearly nine years after launching his first fragrance, “Unforgiveable,” Puff Daddy is back with a new Sean John scent, “3 AM.”
Puffy unveiled “3 AM” today (May 4) in a racy commercial featuring his girlfriend, Cassie Ventura.
The visual was helmed by renowned video director Nabil Elderkin – who’s worked with Nicki Minaj (“Lookin Ass“), Kanye West (“Mercy”) and Frank Ocean (“Swim Good“). Over the course of the clip, Puffy chases Cassie and touches her naked body in front of a red moon and dreary backdrop.
“The concept for the video represents one of the things that 3 a.m. is for me,” Puff told Style.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.”
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“3 am” evolved into a unisex scent because “a lot of women like it,” but it was originally developed as a cologne.
“I want somebody to stop you in the elevator and ask you what you’re wearing,” Puff says of the scent, his third since 2006. “No matter what the fragrance is called, that’s my objective. And I want a lot of people to get laid to it.”
Watch the NSFW commercial below:
For more Puff Daddy coverage, watch the following DX Daily:
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