In the 1980s, Calvin Klein singlehandedly changed the face of men’s underwear by turning the old tightly whiteys into a fashion item to be coveted. The CK billboard and print ads have changed the fortunes of many underwear models down the decades though the premise for the brand’s ads remains fairly simple still- the man who wears a CK branded underwear is a youthful, muscular, good looking young lad with perfect hair, has a chiseled face and body and makes wearing nothing but a pair of basic undies look very, very good indeed.
For the coveted Super Bowl 2013 commercial spot, Calvin Klein is all set to run a new advertisement that is expected to be one of the most high profile commercials to be aired during the premium American sporting event. The annual television broadcast will also kick off the ad campaign for the brand’s Spring 2013 underwear line. The ad features one of Calvin Klein’s regulars Matthew Terry and the star male model was photographed for the campaign by Steven Klein, the renowned American photographer. Using the good old “man vs. machine” storyline, the advertisement features a contemporary take on a traditional creative.
The advertisement doesn’t deviate too far from the famed underwear advertisements the company has used in the past and the new commercial evokes the spirit of all of them via a classic black and white palette. Even though the commercials will only be aired for American broadcasts of the annual sporting event, the company has already launched a teaser video of the campaign along with a handful of playfully sexy images to create the appropriate buzz for the brand’s new spring 2013 campaign. The products from the new line will hit stores sometime in February.