For the first time, the Calvin Klein men’s underwear campaign will feature four men to promote the new Calvin Klein ‘X’ line, launching Spring 2010.
The four hunky men come from various backgrounds including two American actors, Kellan Lutz of Twilight fame and Mehcad Brooks of the hit show True Blood, and two international sports stars, Spanish tennis player Fernando Verdasco and Japanese soccer player Hidetoshi Nakata.
Calvin Klein’s new ‘X’ line features two innovations for optimal comfort and fit: cotton modal and microfiber. Modal provides softness while cotton allows for breathability and comfort; microfiber is a luxurious fabrication. Both styles have stretch that allow for movement while featuring two different-colored logo waistbands for distinction — red for microfiber and blue for cotton. All waistbands have a large ‘X’ on the front, and of course, the iconic logo in bold proportions.
To add further dimension to the advertising campaign, Calvin Klein has created a micro-site specifically for the launch of Calvin Klein ‘X’ entitled xmarkyourspot.com. Visitors can learn more about the CKX launch, browse material and videos of the models and get an exclusive behind-the-scenes look at the promotional photo shoots.
Robert Mazzoli, chief creative officer of Calvin Klein underwear stated: “We’re excited to be presenting the latest evolution in communicating Calvin Klein underwear’s iconic brand image by using four distinct personalities and leveraging them across a range of media in a bold, engaging, and fun way.”
Not only is the new advertising campaign a great, innovative way to reach out to the mass public, it doesn’t hurt that the four men featured in the campaign are pretty easy on the eyes. Sigh. Well ladies, at least we have our own ‘real life’ men to model the underwear … right?