With salty language, social media, 3-D effects and a vampire, the next campaign from Calvin Klein Underwear is holding nothing back. It’s the brand’s most global and most digital campaign to date and features, for the first time, a racially and nationally diverse quartet of male models instead of just one. They are:
• American actor Kellan Lutz, who plays vampire Emmett Cullen in the “Twilight” series, and is expected to be more prominent in “Eclipse,” the third installment.
• American actor Mehcad Brooks, who played “Eggs” Benedict Talley on HBO’s “True Blood,” and now stars as an attorney on ABC’s new legal drama, “The Deep End.”
• Spanish tennis star Fernando Verdasco, a top-10 ranked player.
• Japanese soccer star Hidetoshi Nakata, one of the most famous Asian footballers (although retired), who attends runway shows and wears designer clothes, earning him a reputation as the Asian David Beckham.
The four will appear separately in coordinated advertisements debuting “X,” a new underwear range hitting stores this month.
“The launch of Calvin Klein X Underwear is a truly global initiative, so we believe it is imperative to feature talent from our most important regions — Asia, Europe and the USA — in the launch advertising,” said Tom Murry, chief executive officer of Calvin Klein Inc., a division of Phillips-Van Heusen.
“The four different guys give us different ways to express things. They have different personalities, and that helps in our dialogue with our consumers,” said Bob Mazzoli, chief creative officer for Calvin Klein Underwear, a unit of The Warnaco Group.
So enjoy ladies!
~XOXO FashionHustler
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