Sean John and Estee Lauder teamed for the new cologne. And here’s what Diddy (via a press release) had to say about it and the video:

Never before have the essences’ of empowerment,ambition,and success come together in one movement or in one bottle.  In order to understand the breath and voice of the I AM KING movement, Sean Combs offers you and your readers an intimate vision into the world of a King, with the premiere of the I AM KING short film. Please share this historic vision with your readers,friends, and family……..

Diddy also says that this video serves as an audition tape for the next role as the new James Bond. Ummmm...If Diddy gets that role the next thing he will run for is president in 2012, and I don't think Diddy needs another ego stroke. Take that, take that!