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Morning Update: Steamy hookups for Calvin Klein, Liverpool soccer stars front Nivea ad

Creativity Online: Sexting and Tinder take centre stage in edgy Calvin Klein campaign

Steamy hookups are arranged via sexting in Calvin Klein’s latest fashion ad, part of an edgy campaign by Mother New York that aims to make the brand relevant to young people dating in the digital age.

The online ad, shot by fashion photographer Mario Sorrenti, features a series of beautiful people getting it on, as they’re constantly interrupted by screenshots of texts and accompanying voiceovers.

The content is more than just suggestive: we’re talking multiple partners, cheating and fluid sexuality here. With its talk of “staring at your profile” and so forth, it’s fitting that it will be integrated within Tinder, making Calvin Klein one of the dating app’s first in-app advertisers.

Campaignlive:Liverpool footballers star in Nivea ad

Liverpool FC footballers are the stars of Nivea’s latest ad campaign for its new moisturising cream for men.

The 30-second TV ad, which breaks tomorrow, was created by FCB Inferno and features Liverpool players Philippe Coutinho, Adam Lallana, and Martin Skrtel trying out Nivea Men Creme.

The spot is filmed from the perspective of Lallana and shows a day in the life of the Liverpool star on and off the pitch. Towards the end of the ad, all three footballers are shown using the cream.

The work builds on the partnership with Liverpool FC which was announced in February with an ad starring players Jordan Henderson, Raheem Sterling and Simon Mignolet.

Digiday: Mark Zuckerberg announces wife’s pregnancy in a candid post

Mark Zuckerberg and his wife Priscilla Chan announced they’re welcoming a future Facebook user into the world.

In a candid note posted on his page, the Facebook CEO said they’re expecting a baby girl as they begin “a new chapter in our lives.”

Since he owns a platform where being personal is encouraged, Zuckerberg revealed the pair had three miscarriages before learning of this happy news.

 Ad Age: Coke picks UM as media agency in North America

Coca-Cola Co. has selected UM as its lead media agency for North America, ending a review that began in the spring.

The beverage giant considered incumbent SMG’s MediaVest along with other agencies that Coke works with globally, including MediaCom.

“At the end of a rigorous ten-week process, Coca-Cola North America has decided to invite UM to be our lead agency for all of our media planning, buying and media analytics,” the company said in a statement to Ad Age.

“They will also be the primary partner for devising the most innovative and business driving connections strategies.”

The Guardian: BT Sport left red-faced after problems hit Community Shield online and app

BT Sport were left embarrassed on the opening day of what they are hoping will be their breakthrough season after the broadcasters’ website and app struggled to cope with the demand for coverage of Sunday’s Community Shield between Arsenal and Chelsea.

BT, whose £350m investment in exclusive rights to the Champions League and Europa League for the coming season has upped the stakes in their rivalry with Sky, had offered live streaming of the game online and on their app.

However, as the match at Wembley between last season’s Premier League champions and FA Cup winners kicked off some disgruntled would-be viewers took to Twitter to voice their dissatisfaction.

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