If sex sells, Diddy's new fragrance is going to fly off the shelves faster than you can say "NSFW." The mogul, 45, teamed up with longtime girlfriend Cassie, 28, in a steamy, sexed-up ad for his latest scent, 3AM — and let's just say the words "too hot to handle" have never been more apropos. 

The one-minute ad — which is, truly, NSFW — features a tuxedo-clad Sean "Diddy" Combs getting it on (very graphically at points) with his longtime love, who appears in various states of undress throughout the video. At one point, she appears completely naked while straddling him on a little patch of fake green grass; at another, she flashes a hint of what looks like a nipple ring.

Toward the end, the two go all-in and simulate sex in bed. It's explicit, to say the least — so much so that the campaign was banned from network TV, according to Page Six

"ATTENTION!!! I'm debuting my NEW #3AMseanjohn campaign TODAY!" the rapper tweeted. "They say it's TOO HOT for TV!"

Speaking about the ad with Style.com, which premiered the clip on Monday, May 4, Diddy said it represents what 3 a.m. is for him.

"It's a very one-on-one time. It's a time to have fun and push the envelope a little bit," he explained. "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."

As for public reaction to the steamy clip? "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 mused. "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 NSFW ad above!