PVH Corp. announced that Calvin Klein’s first-ever commercial during Super Bowl XLVII will introduce the new Calvin Klein Underwear Spring 2013 global advertising campaign. The high-profile television placement is set to air during the big game broadcast on Sunday, February 3, 2013, in support of the launch of Calvin Klein Concept, the brand’s latest men’s product offering.
“By making this high profile marketing investment, PVH is demonstrating its commitment to fueling the growth of the entirety of the Calvin Klein franchise and illustrating the first step towards a more unified brand vision once the Warnaco acquisition is completed,” said Manny Chirico, Chairman and CEO of PVH Corp.
The provocative commercial depicts model Matthew Terry as the iconic archetype in a modern “man versus machine” creative inspired by the 360º seamless technology construction of the new men’s Calvin Klein Concept line. Shot in New York City, the sexy campaign video was conceived and directed by consulting creative director Fabien Baron of Baron + Baron, working with Calvin Klein’s in-house global marketing and advertising agency. The attention-grabbing commercial will air towards the end of the first quarter of Super Bowl XLVII.
“We are a brand with a rich advertising legacy and we firmly believe in powerful, multi-platform lifestyle advertising to support and grow the brand’s image around the world,” said Tom Murry, President & CEO, Calvin Klein, Inc. “This is a significant milestone, and, as an iconic American designer brand, we are extremely proud to be able to debut the latest Calvin Klein Underwear campaign during the Super Bowl – the most watched television event annually in the United States.”
For the powerful and masculine print campaign, Mr. Terry was captured by renowned photographer Steven Klein. Taking cues from the new seamless underwear line, both the video and print advertisements emphasize innovation, movement and perfection.
On game day, all of Calvin Klein’s official social media platforms – including Facebook, Twitter, Tumblr and YouTube – will be transformed with the new creative to further support the product launch. Complementing digital content will also be shared throughout the championship game via Vine, Twitter’s new video-sharing app. Once the commercial has aired, it will also be included in Twitter’s #AdScrimmage and YouTube’s Ad Blitz contests for this year’s best Super Bowl commercials as voted by the fans.
Calvin Klein Concept offers ultimate comfort, freedom and fit. Designed with sleek precision, the new product assortment combines the technical with a clean, minimalist aesthetic. The masculine line is all about mobility, offering briefs, trunks and boxer briefs in breathable microfiber and cotton stretch. All styles have a distinctive striped, continuous waistband echoing the underwear’s seamless design. A limited offering of coordinating women's Calvin Klein Concept silhouettes is also available.
Inspired by the line’s signature striped waistband, a product window on the men’s Calvin Klein Concept box is designed as two transparent bands cutting across the front and side panel. In addition, to further enhance the product’s unified brand image, the advertising and packaging visuals were shot together for the first time.