Calvin Klein will be adding even more sex appeal to this Sunday's Super Bowl with their first ever Super Bowl commercial. The 30-second ad is slated to run at the end of the first quarter and will introduce Calvin Klein Concept, the latest offering from Calvin Klein Underwear.
The provocative commercial shows model Matthew Terry in a modern "man versus machine" creative inspired by the 360-degree seamless technology of the new underwear line. Which basically means Terry is flexing his muscles and showing off his body!
The video campaign was conceived and directed by consulting creative director Fabien Baron of Baron + Baron and was shot in New York City. The print campaign was shot by Steven Klein.
"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 U.S.," said Tom Murry, president and chief executive of CKI.
Following Super Bowl XLVII, spots will air on CBS and ESPN. Additional TV spots are slated for Europe, Asia and Mexico in the spring. The ads will also run in GQ, Esquire and Men's Health magazines.