The fragrance is dedicated to Martin Luther King Jr., Muhammad Ali, and Barack Obama, three men who Diddy says embody the spirit of his cologne. And he has already picked out the "queens" to whom he'll dedicate his upcoming women's fragrance, 'I Am Queen.'

The ads around town picture Combs in a suave white tuxedo a la Agent 007. Daniel Craig, watch out. Combs cut an audition tape in the South of France last month to win over the Bond folks. Helicopter rental and Bond girls included.

''I'd love to be the first black Bond,'' he says, chuckling. ``There are certain roles you aspire to play. I think they ought to start looking into affirmative action and equal opportunity over there [in Hollywood].'

“If I don’t have the best seat in the house, I’ll be alright,” he joked with Shaun after being told he had tickets to the inauguration. “As long as I am there and around the people and able to witness my fellow Americans… I’ll be cool.”

"It was inspired by James Bond, on some black Bond-type tip," he said of the clip, which was shot two years ago in Saint-Tropez. "I'm out here promoting myself. And I said it's for the fragrance, y'all check it out for that. But also, you directors out there, see that your man does his own stunts. Check out the swag and all that. It was more like something I said, something I felt like. I didn't make it as the audition tape [for the Bond films], but I do want people [in Hollywood] to look at it."