Calvin Klein Launches Provocative Real-Life Sexting Campaign

A provocative new ad embracing sexting, Tinder and “real-life” hook-ups is being released by Calvin Klein.

Calvin Klein is well known for its provocative ad campaigns – from a nearly nude Kate Moss to a frolicking Lara Stone and Justin Bieber – the iconic American brand has covered it all, almost.

For the Northern Hemisphere autumn/winter 2015 season campaign the jeans division of the brand delves into the world of digital dating with a campaign featuring an array of models pictured in suggestive positions with the script of a conversation based on a real life online encounter displayed next to them.

The new ads from Mother New York, shot by Mario Sorrenti, feature sultry photos overlaid with text-message conversations, about things like threesomes, nude photos and cheating on one’s partner. The tagline is: “Raw texts, real stories,” and fine print says the chats are “inspired by actual events and people.”

At one stage the commercial made for online and billboards depicts a guy leaning over a computer asking someone if they are ‘looking’. The reply is “send pics”, then the next shot is two men are embracing and hooking up.

Calvin Klein’s Chief Marketing Officer, Melisa Goldie, tells WWD it’s all about embracing how people communicate today and attracting the target market with “conversation through provocation.”

“We saw a behavior happening out there—and not just [with] the younger generation. It’s really dating via digital.

“It’s authentic and true to how this consumer communicates,” she says. “We’re highlighting the truth about dating—the meetup, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.”

“Mother New York hung out with kids living in today’s world and heard stories from best hookups to steamiest sexts. Nothing was off limits,” says Michael Ian Kaye, Mother New York executive creative director.

“The result is a campaign that broaches online dating, open relationships and complex sexuality, bringing to life the truths about modern love.”

Last Updated on Aug 1, 2015