Do you think there will ever be a decade when Calvin Klein isn’t setting the gold standard for most sex drive inducing ad campaign ever? God, I hope not. With their latest promotional film for CK One, featuring an almost-naked Petra Collins, Dev Hynes, Soko, and just about every other free-lovin’ tumblr baby you’ve ever imagined spending a lazy Sunday summer afternoon entwined under the clean white sheets with, Calvin Klein is hanging on tight(ie whitie) to first place provocateur.
Shot by the legendary Mario Sorrenti, the fragrance spot stays true to CK’s iconic undie-roots, while capitalizing on the infamous Instagram generation’s narcissistic commitment to thy selfie. With a dedicated tumblr page and an equally me-centric hashtag of #Ckmeforme, the voyeuristic ad campaign blurs all the lines between public and private and straight and gay and what is traditional advertising these days anyway?
Though I think at one point this would have been shocking, or deemed ‘risqué’ and ‘inappropriate’ by some aging marketing executive, in summer of 2014 I really just feel enticed and turned on by the laid-back, un-retouched, raw and intimate quality of it. Like you just want to climb in bed and have a sexy slumber party with all your partially nude ‘It’ girls and friends. I’m all desensitized to Petra Collins’ tits and like “NBD threesomes.” Not sure if that’s a good thing or not, but….
What are your thoughts?