Get that Calvin Klein is a lifestyle brand, but the Calvin Klein Collection’s first commercial really lays it on thick that this is a brand that you need to have in all parts of your home and life. Like in your closet, and your living room — even in your relationship.
WWD reports that the commercial, which will be shown during the Golden Globes this weekend, is part of a new TV strategy for Calvin Klein. While the company’s denim, underwear and fragrances have been popping up on TV for years, its designer clothes and home goods never really made the same kind of splash on the tube. So models Lara Stone (who starred in the brand’s controversial jeans ads this summer) and Tyson Ballou got in front of a camera and pretended to be a really wealthy couple with a penchant for everything Calvin Klein. They wear the clothes and sit on the furniture and even get it on in a Klein-approved boudoir. It’s a little heavy-handed, but hey — what luxury clothing label’s advertising isn’t?
Here s the 30-second ad below, but there will be 60- and 90-second long ads popping up all over television in the coming weeks.
(We hear New Yorkers will be able to watch it in the backs of cabs pretty soon, too.)