Calvin Klein UnderwearSpring 2013 Advertising Campaign to Debut During Super Bowl XLVII
New :30 Commercial to Support the Global Launch of Men's "Calvin Klein Concept" Underwear
NEW YORK--(BUSINESS WIRE)-- PVH Corp. (NYS: PVH) announced today that Calvin Klein's first-ever commercial during Super Bowl XLVII will introduce the new Calvin Klein Underwear Spring 2013 global advertising campaign. The high-profile television placement is set to air during the big game broadcast on Sunday, February 3, 2013, in support of the launch of Calvin Klein Concept, the brand's latest men's product offering. "By making this high profile marketing investment, PVH is demonstrating its commitment to fueling the growth of the entirety of the Calvin Klein franchise and illustrating the first step towards a more unified brand vision once the Warnaco acquisition is completed," said Manny Chirico, Chairman and CEO of PVH Corp.
Calvin Klein Underwear Concept featuring Matt Terry (c) Steven Klein
The provocative commercial depicts model Matthew Terry as the iconic archetype in a modern "man versus machine" creative inspired by the 360º seamless technology construction of the new men's Calvin Klein Concept line. Shot in New York City, the sexy campaign video was conceived and directed by consulting creative director Fabien Baron of Baron + Baron, working with Calvin Klein's in-house global marketing and advertising agency. The attention-grabbing commercial will air towards the end of the first quarter of Super Bowl XLVII.
"We are a brand with a rich advertising legacy and we firmly believe in powerful, multi-platform lifestyle advertising to support and grow the brand's image around the world," said Tom Murry, President & CEO, Calvin Klein, Inc. "This is a significant milestone, and, as an iconic American designer brand, we are extremely proud to be able to debut the latest Calvin Klein Underwear campaign during the Super Bowl - the most watched television event annually in the United States."
For the powerful and masculine print campaign, Mr. Terry was captured by renowned photographer Steven Klein. Taking cues from the new seamless underwear line, both the video and print advertisements emphasize innovation, movement and perfection.
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 3rd 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:
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
ADDITIONAL AD CAMPAIGN IMAGES AVAILABLE UPON REQUEST
SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995: Forward-looking statements and information about PVH Corp. and its subsidiaries (collectively, "PVH") included in this press release, including, without limitation, statements relating to the Company's plans, strategies, objectives, expectations and intentions, and the benefits, results, effects and timing of its pending acquisition of The Warnaco Group, Inc. are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Investors are cautioned that such forward-looking statements are inherently subject to risks and uncertainties, many of which cannot be predicted with accuracy, and some of which might not be anticipated, including, without limitation, the following: (i) the Company's plans, strategies, objectives, expectations and intentions are subject to change at any time at the discretion of the Company; (ii) the Company's proposed acquisition of Warnaco is subject to conditions, which may not be satisfied, in which event the transaction may not close; (iii) in connection with the acquisition of Tommy Hilfiger B.V. and certain affiliated companies, the Company borrowed significant amounts, and in connection with the pending acquisition of Warnaco, the Company has borrowed and intends to borrow additional significant amounts, may now or thereafter be considered to be highly leveraged, and uses and will have to continue to use a significant portion of its cash flows to service such indebtedness, as a result of which the Company might not have sufficient funds to operate its businesses in the manner it intends or has operated in the past; (iv) the Company's plans and results of operations will be affected by the Company's ability to manage its growth and inventory, including its ability to realize benefits from Warnaco; (v) acquisitions and issues arising with acquisitions and proposed transactions, including without limitation, the ability to integrate an acquired entity, such as Warnaco, into the Company with no substantial adverse effect on the acquired entity's or the Company's existing operations, employee relationships, vendor relationships, customer relationships or financial performance; and (vi) other risks and uncertainties indicated from time to time in the Company's filings with the Securities and Exchange Commission.
The Company does not undertake any obligation to update publicly any forward-looking statement, whether as a result of the receipt of new information, future events or otherwise.
Photos/Multimedia Gallery Available:http://www.businesswire.com/multimedia/home/20130131005930/en/
Calvin Klein, Inc.
Jennifer Crawford, 212-292-9795
SVP, Corporate Communications
Chris Martinelli, 212-292-9648
Director, Men's PR & Celebrity
Dana Perlman, 212 381 3502
Treasurer, SVP - Business Development and Investor Relations
KEYWORDS: United States North America New York
The article Calvin Klein Underwear Spring 2013 Advertising Campaign to Debut During Super Bowl XLVII originally appeared on Fool.com.
Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.