Calvin Klein Uses Risque Photos, Sexting and Tinder To Promote New Campaign
Calvin Klein is betting on sexting and Tinder to help fuel the next iteration of its #mycalvins campaign. “Hahah a light threesome never hurt anyone ☺ ☺ ☺” reads the corresponding text message box alongside one of five Calvin Klein Jeans campaign images, a gritty black-and-white photo of two women lounging beside a shirtless man, made to look like it was shot moments before engaging in the suggested act. Another image depicts a woman in an open relationship that is texting with a potential hookup, assuring him that her boyfriend is “cool” with her doing whatever she wants (it’s unclear which paramour she’s pictured with).
“Our past campaigns have been more image-driven and this one was about starting a conversation through provocation,” Melisa Goldie, Calvin Klein Inc. chief marketing officer, told WWD about the next phase of #mycalvins campaign that hits today.
The brand wants to start a dialogue about how real people approach dating in the digital world. All images in the campaign, shot by Mario Sorrenti, contain a box featuring a text message conversation that led to each scenario — along with the tag line “raw texts, real stories” that are “inspired by actual events and people.”