Forget the music, it's P Diddy's new perfume advert that should come with a Parental Advisory Warning.
The controversial advert, which marks the release of his new fragrance 3AM, shows Diddy having simulated sex with his girlfriend and choking her. Yes, choking.
The 45-year-old and his 28-year-old girlfriend Cassie Ventura appear to be playing a very adult (and NSFW) adult version of kiss chase.
Unsurprisingly, the "game" requires Ventura to be practically naked throughout, while Diddy remains in a dinner jacket - until he takes it off to have sex with her at the end, that is.
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The ad has been deemed too "racy" for TV and YouTube have issued a content warning for anyone wishing to access it online.
“The required edits almost delayed the [fragrance] launch,” the source continued. “In an attempt to bypass the censors, Combs tried to get the commercial [out on cable channels], but it was still deemed too racy” by the networks.
Diddy defended the ad, obvs.
“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," he said. "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."
If you thought that P Diddy's 'Unforgiveable' perfume advert was a bit close to the mark.
100 Controversial Adverts
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Open Image Modal Sean John's Unforgivable Woman fragrance.
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Open Image Modal Saatchi and Saatchi's campaign for The Conservative Party ahead of the 1979 general election.
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Open Image Modal Durex.
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Open Image Modal Sisley fashion brand.
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Open Image Modal Linford Christie stars in Kleenex's tissue advert.
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Open Image Modal Wonderbra's infamous advert.
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Open Image Modal Lynx.
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Open Image Modal BMW.
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Open Image Modal BaF's anti-domestic violence ad.
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Open Image Modal Red Tape menswear fashion brand.
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Open Image Modal Controversial French anti-smoking advert,
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Open Image Modal MacDonald's.
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Open Image Modal QSOL service provider.
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Open Image Modal NSPCC
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Open Image Modal A German MacDonald's advert.
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Open Image Modal Heinz.
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Open Image Modal Cadbury's.
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Open Image Modal Levis.
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Open Image Modal Miquita Oliver in Women's Aid advert.
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Open Image Modal Advert for Chicolate chocolate substitute.
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Open Image Modal Barnardo's.
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Open Image Modal Tipalet cigarette advert.
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Open Image Modal TG4 television program entitled 'Paisean Faisean'.
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Open Image Modal Courage beer.
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Open Image Modal Budweiser.
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Open Image Modal Barcardi rum.
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Open Image Modal Amnesty International
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Open Image Modal Skyy alcoholic drink.
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Open Image Modal Amnesty International
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Open Image Modal Amnesty International
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Open Image Modal Anti binge-drinking advert
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Open Image Modal BMW
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Open Image Modal Anti-abortion advert
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Open Image Modal Advert against verbal abuse
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Open Image Modal An M&C Saatchi advert for St Matthew's in the City in Aukland, New Zealand.