On game day, all of Calvin Klein’s official social media platforms – including Facebook, Twitter, Tumblr and YouTube – will be transformed with the new creative to further support the product launch. Complementing digital content will also be shared throughout the championship game via Vine, Twitter’s new video-sharing app. Once the commercial has aired, it will also be included in Twitter’s #AdScrimmage and YouTube’s Ad Blitz contests for this year’s best Super Bowl commercials as voted by the fans.
Following the Super Bowl, the Calvin Klein Concept :30 second commercial will continue to air on CBS, as well as on other major networks, including ABC and ESPN. Additional television spots are scheduled for outlets in Europe, Asia and Mexico in the spring. In addition to key on-line placements on YouTube, leading men’s websites and key portals, the creative will also appear in numerous editions of GQ, Esquire and Men’s Health, and impactful outdoor executions in the U.S., Mexico, Italy and Australia. Overall, the Spring 2013 campaign will reach 19 markets across North America, Europe and Asia, focusing on the United States, Canada, Mexico, the United Kingdom, Germany, France, Japan, China, Hong Kong and Korea.
The new Calvin Klein Concept underwear line is currently available for purchase in the U.S. on calvinklein.com and at the Calvin Klein Underwear stores in Soho and Georgetown, as well as at select retailers around the country. The product begins arriving in store at other select retailers around the world and throughout the global network of Calvin Klein Underwear stores the first week of February.
Calvin Klein Concept offers ultimate comfort, freedom and fit. Designed with sleek precision, the new product assortment combines the technical with a clean, minimalist aesthetic. The masculine line is all about mobility, offering briefs, trunks and boxer briefs in breathable microfiber and cotton stretch. All styles have a distinctive striped, continuous waistband echoing the underwear’s seamless design. A limited offering of coordinating women's Calvin Klein Concept silhouettes is also available.Inspired by the line’s signature striped waistband, a product window on the men’s Calvin Klein Concept box is designed as two transparent bands cutting across the front and side panel. In addition, to further enhance the product’s unified brand image, the advertising and packaging visuals were shot together for the first time. Mr. Terry is a personal trainer from Pennsylvania who was discovered in 2011 after being named co-winner of the annual VMAN/Ford Model Search. His first global advertising campaigns were for Calvin Klein Underwear Bold and Calvin Klein Jeans for Spring 2012. Super Bowl XLVII will broadcast nationally on CBS on February 3 rd from the Mercedes-Benz Superdome in New Orleans. The Calvin Klein commercial will be the only television spot from a designer fashion brand on this year’s Super Bowl broadcast. According to Nielsen, the 2012 Super Bowl was the most-watched television program in U.S. history, with over 111 million viewers – the seventh straight year of increases in the Super Bowl’s television audience. PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos. For more information, please visit pvh.com. Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear. Product lines under the various Calvin Klein brands include women’s dresses and suits, men's dress furnishings and tailored clothing, men’s and women's sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture). For more information, please visit calvinklein.com. Calvin Klein Underwear is a division of The Warnaco Group, Inc. Headquartered in New York. The Warnaco Group, Inc. is a leading global apparel company engaged in the business of designing, sourcing, marketing and selling men's, women's and children's sportswear and accessories, intimate apparel, and swimwear under such owned and licensed brands as Calvin Klein, Speedo, Chaps, Warner's and Olga. For more information, please visit Warnaco.com. ### EDITORIAL CREDIT: Calvin Klein Underwear introduces Calvin Klein Concept for men PRINT ADVERTISING IMAGE CREDIT: © 2013 Steven Klein VIDEO CREDIT: © 2013 Fabien Baron CALVIN KLEIN UNDERWEAR VIDEO – TO VIEW: http://www.youtube.com/watch?v=xiScRWg15fk SOCIAL MEDIA: www.facebook.com/calvinklein ; www.twitter.com/calvinklein ; calvinklein.tumblr.com when Tweeting, please use @calvinklein #calvinklein VOTE FOR CALVIN KLEIN’S SUPER BOWL COMMERCIAL after it airs:
- On YouTube, vote at youtube.com/adblitz
- On Twitter, Tweet #VoteCalvinKlein in Twitter’s #AdScrimmage contest
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