Calvin Klein rolls out global Justin Bieber and Lara Stone campaign
Calvin Klein is 
rolling out a new campaign featuring Justin Bieber and Dutch supermodel Lara Stone across Australia and New Zealand reminiscent of the famous Kate Moss and Mark Wahlberg campaign from the 80s.
A teaser of some of the campaign imagery was used in an advanced push on Bieber and Calvin Klein’s social media this morning.
The campaign features images of Bieber and Stone in spring 2015 Calvin Klein jeans and Calvin Klein underwear. Calvin Klein chief marketing officer Melisa Goldie said: “Justin joins a long list of musicians, models, celebrities and fashion icons that have been featured in our global advertising campaigns.
“Justin’s global recognition, expressed affinity for the brand, and powerful persona bring a compelling energy to our jeans and underwear brands.”
The campaign is the brands’ most digitally-focused to date, with an increased social presence aimed at amplifying and creating conversation around the brand by engaging both Calvin Klein and Bieber followers.
It is complemented by the #mycalvins “call to action” the brand began in February which invites fans of the brand to participate in the social media campaign by posting a selfie of themselves wearing Calvin Kleins.
The campaign was produced under the creative direction of Calvin Klein’s in-house ad agency and creative studio working with creative agency Wednesday London and was shot by fashion photographers Mert Alas & Marcus Piggott in New York City
It is rolling out locally across outdoor, print and digital.
The Moss and Wahlberg campaign:
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I just threw up in my mouth a little.
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It’s not April fools yet…. wow what a waste of money not to mention a huge way to damage the Calvin Klein brand.
Didn’t know CK was in the same category as Lynx…
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Wow. That’s some pretty heavy handed photoshop.
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Please do NOT EVER liken him to Mark Wahlberg. That’s offensive.
I don’t care how many abs he has he is still a douche.
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Coles have a four-pack of underdackers for $5.99. Comfort for the ‘boys’ and no need for that Bieber knobend.
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Some fantastic, classic, sexy images. Makes me want to buy some Calvins!
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He just makes me laugh with that dumb quizzical face, Kate McKinnon from SNL captures it perfectly.
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These ads make me want to buy Bonds.
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not even once.
mumbrella i hope you are saving this for the 2015’s greatest press release guff:
“Justin’s global recognition, expressed affinity for the brand, and powerful persona bring a compelling energy to our jeans and underwear brands.”
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I agree that this is brand damaging to Calvin. Are they trying to attract 14 year olds at the expense of 25+?
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Why use a boy to pose for a mens underwear brand?
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Having been old enough to remember when they did this with Wahlberg (and how he was ultimately not a heap different to Beiber but nowhere near as popular) on paper you can see how this happened (reposition good looking guy as cool, works for both brand and star) … but Bieber just cannot pull it off. The frown face is just too much and he looks like he takes himself way too seriously to be effortlessly cool (which is what the Wahlberg ads conveyed when they were released and repositioned Wahlberg as not try hard Marky Mark but cool laidback guy)
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Horribly & sadly off-trend.
Put on a shirt & go home.
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Worst marketing play in years CK – what were you thinking? Brand damaging and an absolute brand turn off at best.
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Motherload of retouching. Burn tool overload to define those muscles.
I’d like to see the before and after’s of these shots, but I’m sure the Photographer/Retoucher signed NDA’s.
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Why is no one mentioning the fact that Lara Stone is U-G-L-Y
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Imbecilic choice of brand face… I can only think they don’t want a market share anywhere this tosser has any profile at all.
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