Long known for highly sexual advertising imagery, Calvin Klein now aims to connect with the millennial audience through static ads and video inspired by real text conversations.
The stylized, sexy photography is paired with snippets of conversations, complete with text-style shorthand and emojis, all focused on sexual (though not necessarily romantic) liaisons. The campaign launched internationally with out of home, digital boards and will expand into an integrated in-app campaign with Tinder. The brand describes the campaign as “starting a conversation through provocation,” a smart approach for an audience that rejects traditional advertising. Sparking engagement with the brand should be the aim of traditional advertising in a post-social media marketplace.