Leonardo DiCaprio's gorgeous Israeli model girlfriend Bar Refaeli appears in the ad campaign for Sean Combs' modestly-named new fragrance, "I Am King." The pix (above) portray Puffy (or Diddy or whatever he's calling himself this week) tooling around in Saint-Tropez and Monaco on helicopters, yachts and so forth with Refaeli (left) and another model in typical mega-mogul fashion. New York magazine reports the new cologne will launch exclusively at Macy's in December with a global launch set for February, and a women's fragrance ("I Am Queen") to follow in 2009; global sales are expected to total $100 million in the first year alone.