Diddy is getting back into the celebrity fragrance game after a six year absence. His new scent, called 3AM, will debut in a few days at Macy’s flagship store in Herald Square, and he’s marking its arrival with a NSFW advertisement directed by music video king Nabil. It features him and his longtime girlfriend Cassie living it up that’s meant to evoke the time of night the fragrance is named after. “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,” he told Style. “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.” Later, he added: “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.” Watch the ad below and judge for yourself.