Behind The Scenes

Beautiful people dancing in Times Square? Sounds like New Year’s Eve. But when Calvin Klein Cosmetics decided to extend the latest ad campaign for its unisex fragrance CK One beyond TV and print, the company created a live billboard in the world’s most famous advertising center. Working with Mixed Marketing, San Francisco, Calvin Klein created a three-story stage shaped like a CK One bottle where 40 or so models could dance for two days. The performance re-created a recent television spot directed by Fabien Baron and developed by Calvin Klein’s in-house ad unit, CRK Advertising. The commercial features a camera winding through a pulsing house party until it pulls back to reveal it’s inside a CK One bottle. “It’s advertising theater,” notes Mixed Marketing founder Luanne Calvert.