Calvin Klein’s first-ever commercial during Super Bowl XLVII introduced the new Spring 2013 global campaign. The high-profile Super Bowl debut supported the launch of Calvin Klein Concept, the brand’s latest men’s product offering.
Shot in New York City, the TV ad was conceived and directed by consulting creative director Fabien Baron of Baron + Baron, working with Calvin Klein’s in-house global marketing and advertising agency.
For print campaign, model Matthew Terry was captured by renowned photographer Steven Klein.
On the game day, all of Calvin Klein’s official social media platforms – including Facebook, Twitter, Tumblr and YouTube – were transformed with the new creative to further support the product launch.
Following the Super Bowl, the Calvin Klein Concept :30 second spot continues to air on CBS, ABC and ESPN. Additional television spots are scheduled for outlets in Europe, Asia and Mexico in the spring. In addition to key on-line placements on YouTube, leading men’s websites and key portals, the creative will also appear in numerous editions of GQ, Esquire and Men’s Health, and impactful outdoor executions in the U.S., Mexico, Italy and Australia. Overall, the Spring 2013 campaign will reach 19 markets across North America, Europe and Asia, focusing on the United States, Canada, Mexico, the United Kingdom, Germany, France, Japan, China, Hong Kong and Korea.