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P Diddy has unveiled an enormous new billboard ad for his new fragrance in Times Square, New York.
The advertisement is thought to be the biggest ever to hang in the famous landmark.
"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 promotion for his latest fragrance 'I Am King' replaces the previous advertisement for his scent 'Unforgiven', which saw the music mogul posing with his fist in the air.
