4 February 2013, Singapore – Calvin Klein aired its first-ever commercial during Super Bowl XLVII last night. The commercial launches Calvin Klein’s latest men’s offering – Calvin Klein Concept.
The ad was conceived and directed by consulting creative director Fabien Baron of Baron + Baron. Shot in New York City, model and personal trainer from Pennsylvania, Matthew Terry is portrayed as the iconic archetype in a modern “man versus machine” creative inspired by the 360º seamless technology construction of the new men’s line. Matthew previously appeared in Calvin Klein Underwear Bold and Calvin Klein Jeans for Spring 2012 advertisements.
“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.”
Calvin Klein Concept offers comfort, freedom and fit – designed with sleek precision and combines the technical with a clean, minimalist aesthetic. The masculine line features mobility through its range of briefs, trunks and boxer briefs in breathable microfiber and cotton stretch with the distinctive striped, continuous waistband. There is also a limited offering of coordinating women’s Calvin Klein Concept silhouettes.
The new Calvin Klein Concept underwear line is available for purchase in the US on calvinklein.com and at the Calvin Klein Underwear stores in Soho and Georgetown as well as selected retailers around the country and around the world in the first week of February. The range is also available in Singapore from S$45.
Calvin Klein Model Matthew Terry strips on Ellen Show: