Anyone who knows anything about the ways of the world should be able to tell you that the most successful fragrance in the world is ‘Sex Panther’, which works 60% of the time every time.

Someone who has certainly caught wind of the whole ‘sex sells’ thing is Diddy (Puff Daddy, P.Diddy, goodness man get a grip), as the advert for his new fragrance 3AM quite clearly illustrates.

Call him out on it though and he will disagree, with Adweek reporting:

“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…

I like this style of commercial…I was brought up during that Calvin Klein time, and those sexy videos are part of what made me want to get into the fragrance industry…”

Yes, the slapping and strangling bit looks like two hopeless romantics crazy in love, and be prepared for a whole bunch of nipple coming at you.

The only thing I smell like at 3AM is booze, greasy food and regret. My attempts at turning that into a multimillion dollar fragrance business have yet to take off.

[source:adweek]