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It happens every year during the Super Bowl, and it’s a brilliant PR move: A brand releases a racy commercial that has no chance making it on television. Of course, then it gets the sexy label of being “banned” from TV, meaning more people will flock to see it online.

Sean “Diddy” Combs used the foolproof tactic when he released his new 3AM fragrance for Macy’s using an explicit promotional video featuring himself and his girlfriend, R&B artist Cassie. In the short film, Diddy runs through the streets, Cassie gets naked and the two simulate sex.