Ad Campaign Review: Calvin Klein X Underwear

This ad campaign came out this year pushing the underwear brand of Calvin Klein to a new positioning. In the past few years the underwear division has been appointing to a more agressive and manly driven idea. The X that is featured in the middle of the print outs detonates alert and sort of aggressiveness to it. Also as all the Calvin Klein Ads they feature a lot of different races. Remember CK One? 

And what puts the cherry on top is the TV spot. It is quite direct and a little racy. It features the models asking the audience if we want to see their dicks. Of course this last word is omitted with an X in their mouths. Yes, it is a sexy ad campaign but no quite sure if it belongs to the Calvin Kelin brand. Specially since the brand is known to do a lot of clean and pure statements with the main brands of the company. Calvin Klein Jeans, Underwear and Fragrances have always been sexually agressive but in a photographic and suggestive way but this is the first time it goes straight to sex. 

I do not know or haven't read if these ads pushed the Calvin Klein X underwear brand directly to more sales, but from what I can see is that a lot of people don't remember the ads, specially since it is so straight to the point.

The Ad Campaign was created by Laird + Partners based in New York City.