Next season, Calvin Klein Jeans is putting the "sex" back into sexting. In an effort to keep the brand young and fresh, and give us some social media bait to boot (why do you think Justin Bieber and Kendall Jenner are currently on their billboard ads?), Calvin Klein is going hard for the 18-25 generation.
In the new fall campaign, a group of beautiful and promiscuous millenials interacts through smartphone apps, arranging hook-ups and trading dirty pics (we assume). The campaign images, shot by Mario Sorrenti, feature same-sex couples for the first time in the brand's history:
The pictures run with text convos, providing a mini-storyline for each couple in the age of Tinder and Snapchat domination. There's no shortage of eye candy either: budding model Reid Rohling appears up close and personal with Ethan James Green (both pictured above, left), while Instaboy of the Week Torin Verdone gets frisky in an elevator with the gorgeous Imaan Hammam (pictured below, left), previously seen in the spring Givenchy ads.
“Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance,” said Melisa Goldie, chief marketing officer at Calvin Klein, Inc. “Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups.”
After watching the video campaign, below, we're pretty sure these kids are up to much more than innocent meet-ups. Go to outofficial.tumblr.com to see the full-size campaign images.