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Diddy has unveiled a mammoth new billboard advertisement of himself in New York's Times Square - thought to be the largest-ever to hang in the world famous destination.
The ad promotes his new Sean John men's fragrance, I Am King, a follow-up to his previous scent, Unforgiven.
"I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it," Diddy said in a statement.
The release further stated: "An untraditional fresh fruity woody scent, I Am King combines clean notes with sensual fruits and warm skin nuances. Impossible to ignore, I Am King subtly surrounds the wearer in fresh comfort and attracts women to encounter its power."
The billboard has replaced the already iconic Sean John ad that showed the rap mogul posing with his fist in the air.
