CALVIN KLEIN UNDERWEAR
INTRODUCES DIGITAL COMPONENT OF 2010 ADVERTISING CAMPAIGN
www.xmarkyourspot.com Launches Exclusive Videos On-line
Featuring New Talent Kellan Lutz, Mehcad Brooks, Fernando Verdasco, and Hidetoshi Nakata
Calvin Klein Underwear, a division of The Warnaco Group Inc. and Calvin Klein, Inc, a wholly owned subsidiary of Phillips-Van Heusen Corporation announced the brands’ 2010 global advertising will expand the reach of the campaign by introducing several new videos online.
The brand’s newly branded microsite – xmarkyourspot.com - is the exclusive online destination for the new mini-films featuring all four of the recently announced campaign models, including American actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco, and Japanese soccer player Hidetoshi Nakata. The introduction of the microsite and the mini-films was timed to coincide with the break of the global print and outdoor campaign and the arrival of the new Calvin Klein X Underwear product in stores.
The imagery for all four campaigns includes both still photography by fashion photographer Mikael Jansson and digital films produced by Darius Khondji, shot in New York City. The multi-media campaign was conceived and executed by Trey Laird and Laird & Partners. Laird & Partners collaborated with digital agency Syrup on the conception and execution of the digital components. Print ads will break globally in magazines and impact imagery will also be featured in a global outdoor advertising program spanning key sites in markets across the Americas, Europe, Japan, and Asia.
The campaign debuts Calvin Klein Underwear’s new Calvin Klein X Underwear line, which comes in two modern fabrications for ultimate comfort and fit: cotton modal and microfiber. Modal provides softness and luster whilst the cotton allows for comfort and breathability; the microfiber is an ultra-luxe premium fabrication. Both have stretch for ease of movement and styles are distinguished with colored, microfiber logo waistbands – cotton features a blue logo, microfiber in red. Each is overlaid with a distinctive center front gray patch with an embossed “X” over the signature Calvin Klein logo in bold proportions for maximum impact.
In the Philippines, Calvin Klein Underwear is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Greenbelt 5, The Power Plant Mall, Shangri-La Plaza Mall, Bonifacio High Street, The Podium, Trinoma, Rustan’s Makati, Mall of Asia, 158 Designer’s Boulevard Alabang Town Center, Robinson’s Place Midtown, and Rustan’s Cebu.
WATCH IT HERE.