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While every other brand has begun talking emoji, Calvin Klein is embracing a racier kind of virtual-speak—sexting—in its latest #mycalvins ad campaign.
A handful of new ads from Mother New York, shot by Mario Sorrenti, feature sultry photos overlaid with text-message conversations, about things like threesomes, nude photos and cheating on one's partner. The tagline is: "Raw texts, real stories," and fine print says the chats are "inspired by actual events and people."
CK's CMO, Melisa Goldie, tells WWD it's all about embracing how people communicate today and attracting the target market with "conversation through provocation."
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