The house of Calvin Klein once again poses the provocative question asked nearly 40 years ago,“What gets between you and your Calvins?” And while the answer historically speaking has been ‘nothing,’ this season the answer comes in the form of couples better halves.
In the latest Calvin Klein Jeans campaign lensed by Theo Wenner with a film short by Keith Kandell, Calvin Klein Creative Director Cédric Murac builds around real-life couples: Patrick Schwarzenegger and Abby Champion, Ben Allen and Lexi Boling, Iris Law and Jyrrel Roberts, and Aqua and Selena Forrest. The campaign intertwines the myriad of diverse couples sharing moments of intimacy in both private and public settings. Soft eroticism is blended with affectionate to capture moments of couples as if they weren’t aware they were being watched. Accompanying the instances is a graphic comprised of a handwritten name followed by the slogan as in: “Lexi Gets Between Me and #MyCalvins.” A Q&A for the Instagram generation no less.
All told, the campaign hits on today’s embrace of inclusion, the embrace of intimacy, and the embrace of digital narrative. Murac appears to be embracing the heritage of the house and hopefully will be able to warm of the embrace of the general public. Only time will tell if the campaign is powerful enough to cut through the clutter for the customers to embrace the jeans while letting go of their dollars.
Calvin Klein Creative Director | Cédric Murac Photographer | Theo Wenner Director | Keith Kandell Talent | Patrick Schwarzenegger and Abby Champion, Ben Allen and Lexi Boling, Iris Law and Jyrrel Roberts, Aqua and SelenaForrest Stylist | Melanie Ward Hair | Holli Smith & Remy Moore