|One of five images in the new Calvin Klein Jeans campaign|
In a departure from recent celebrity driven ad campaigns, Calvin Klein Jeans is turning to a social media/sexting environment for it’s latest approach to jeans sales clearly targeting the millennials.
The initial commercial features all kinds of connections, including gay and straight couples (and truples) and more.
“Hahah a light threesome never hurt anyone ☺ ☺ ☺” reads the corresponding text message box alongside one of five Calvin Klein Jeans campaign images, a gritty black-and-white photo of two women lounging beside a shirtless man, made to look like it was shot moments before engaging in the suggested act. Another image depicts a woman in an open relationship that is texting with a potential hookup, assuring him that her boyfriend is “cool” with her doing whatever she wants (it’s unclear which paramour she’s pictured with).
“Our past campaigns have been more image-driven and this one was about starting a conversation through provocation,” Melisa Goldie, Calvin Klein Inc. chief marketing officer, told WWD about the next phase of #mycalvins campaign that hits today. The inaugural #mycalvins underwear campaign hit in February 2014 and expanded to include denim in October.
Check out the gay couple from the spot below, followed by the full one minute commercial.