In the one-minute video, the "Step Up 2 the Streets" star is completely naked most of the time. The video also includes dramatic chase and violent slapping.
Speaking about the new fragrance in an interview with Style.com, Diddy said, "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 continued explaining, "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. The concept for the video represents one of the things that 3 a.m. is for me."
He added, "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."
When being asked what he wanted to evoke with the perfume, Diddy replied, "First of all, I want [people] to like the design of the bottle, but just like with any fragrance, I want somebody to stop you in the elevator and ask you what you're wearing."
Diddy concluded, "No matter what the fragrance is called, that's my objective. And I want a lot of people to get laid to it!"
3AM is due out on May 6. However, due to the heavy content of nudity and simulated sex, the ad has been prohibited from TV. It is also said that Diddy is obliged to change some scenes of the video to comply with the term and condition of Macy's international site, in which the perfume will be revealed.