Calvin Klein creates propagation video

According to WWD Media, Calvin Klein hasn't created a television ad since the 80's, but they do continue to create video content. The problem with TV is the whole standards and practices thing, copy testing ads to death and finally you get a bunch of stuff that people want to DVR past.

CK knows that they can create edgy, steamy video to generate Word of Mouth propagation that will be more valuable then the television time that they pay for. When a brand puts something like this out there, it's going to be polarizing with audiences but it will generate talk value and position the brand as a dangerous but passionate outlaw.

Last year it was Eva Mendes, this year it's, "male and female models — including Anna Selezneva, Anna Jagodzinska and Natasha Poly — who aren’t wearing much more than their Calvins and are writhing around all over each other. The 15- and 30-second spots will initially be exclusive online at calvinkleinjeans.com, the home of the brand’s future U.S. e-commerce site, beginning today," according to Amy Wicks at WWD Media.

They are launching this video now on their website to gain Earned Media, and then this Summer they will be launching a Paid Media campaign.

Calvin Klein is working on an edited version of the commercial that will air on cable, while outside the U.S., countries such as Italy, France, Spain and Germany will show the uncensored version. The print campaign, which features still shots from the commercial, will appear in March issues of magazines. The campaign will also include outdoor billboards and LED screens, with the latter version set to launch on Sunset Boulevard.