Diddy is back in the celebrity fragrance game, and everyone needs to pay attention, dammit! On May 6, Sean “Diddy” Combs is launching 3AM, which he named thusly because, according to a recent Style.com interview, it’s “a very one-on-one time” of night.

To demonstrate this, Diddy has shot a very NSFW promo video with his IRL 3 AM sex partner, Cassie Ventura (“Let’s just say that this couple make Christian Grey and Anastasia Steele look buttoned up,” squeals Style.com). Cassie gets fully naked, and I’m not a scientist, but it looks a lot like the couple is having straight-up intercourse in this perfume commercial.

Naturally, Macy’s was not thrilled.

In the Style.com interview, Diddy explains that this video of him and Cassie slapping and choking each other is really more about love:

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. 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.

What a game-changer.

And as a bonus, here is a Vogue video of André Leon Talley interviewing the couple at the Met Ball last night, in which he commends Diddy for “constantly crushing the glass ceiling—crushing the black ceiling” and accidentally calls the fragrance “8 PM.”

Contact the author at ellie@jezebel.com.