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."
"We saw a behavior happening out there—and not just [with] the younger generation. It's really dating via digital. It's authentic and true to how this consumer communicates," she says. "We're highlighting the truth about dating—the meetup, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is."
"Mother New York hung out with kids living in today's world and heard stories from best hookups to steamiest sexts. Nothing was off limits," says Mother ecd Michael Ian Kaye. "The result is a campaign that broaches online dating, open relationships and complex sexuality, bringing to life the truths about modern love."
The campaign will hit 27 markets and include large LED screens and street furniture in cities like Bangkok and São Paulo. Male models Reid Rohling and Ethan James Green are featured in one of the ads, which will be featured on the brand's signature billboard on Houston Street in New York City beginning Aug. 3.
The campaign will also reach Tinder this fall. See the ads below.