NEW YORK CITY // MONDAY, NOVEMBER 24TH 2008 » Hip-hop mogul Sean Diddy Combs recently revealed a new advertisement for his brand new “I Am King” men’s cologne. The rapper/entrepreneur threw a party last night celebrating the new ad’s placement on a huge billboard in Times Square at The Dream Hotel in NY.

Sean “Diddy” Combs said, “I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it. I Am King is not just about me, but every man. We are all descendants of kings. And if all men believe in that, we can accomplish anything. This image pays tribute to that belief, that ideal.”

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PHOTOS: WIRE IMAGE