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It’s been a long, long time coming…but Diddy’s cologne is finally here. It’s called “I Am King,” and so far, the marketing strategy seems to be coopting as much civil rights language as he can…but, you know, on a yacht.

The TV spot—which, Diddyblog informs us, is dedicated to Barack Obama, Muhammad Ali, and Martin Luther King Jr.—looks a lot like a late 90s rap video. Diddy was probably running out of excuses to ride jetskis in a tuxedo and nuzzle awkwardly with heavily coiffed models. (Good thing he had something to fall back on.)

But it’s not all social progress. Mr. Combs also describes it as his “audition tape” for becoming the new Bond. Of course, he may have to do a bit more than stare blankly towards the camera if he’s going to clinch the post. And we imagine Mr. Craig might have something to say about it.

(This post is dedicated to Rick Astley, Ty Cobb, and U Thant.)

—R.B.

CONTRIBUTORS

  • Russell Brandom