This 30 second CK One’s Jeans, Underwear, Fragrance spot directed by Steven Meisel features the new jeans and underwear lines and the original fragrance. Models: Abbey Lee Kershaw, Alice Dellal, Viggo Jonason, Pixie Geldof, Ruby Aldridge, Fei Fei Sun, Rob Evans, Guido Carminatti, Sky Ferreira, Wang Xiao and Lara Stone. The full campaign will be unveiled March 1.
"ONE FOR ALL: Calvin Klein Inc., which is turning ck one into a full lifestyle brand, has conceived a global advertising campaign for spring that encompasses TV, print, the Internet and social media — all things that concern ck one’s targeted customer.
CKI declined to disclose the cost of the campaign, but said it is the largest digital initiative in its history. Directed by Steven Meisel, who did the original ck one fragrance campaign with Kate Moss and a gaggle of other Nineties faces, the new black-and-white ads are an evolution in the spirit of the current generation, centered around the new ckone.com site.
The ads feature more than 30 models inside a “ck one” box, dancing, laughing, arguing and, sometimes provocatively, posing in front of the filming camera in blink-and-you’ll-miss-it cuts. The commercials play into how today’s youth communicate — from filming themselves and posting the videos on Youtube.com to iChat, Facebook and Twitter — and features the likes of Abbey Lee Kershaw, Alice Dellal, Pixie Geldof, Fei Fei Sun, Ruby Aldridge, Sky Ferreira and Calvin Klein face Lara Stone. “It’s a great evolution of the original campaign,” CKI president and chief executive officer Tom Murry said. “It’s what the original campaign and the DNA of ck one stood for, but made relevant and current.”
To watch the video click here or on the image below.
