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.
As well as the video, the campaign includes outdoor images, again shot by Sorrenti, which will run across 27 markets. Images will be featured on outdoor media such as large format LED screens in cities like Bangkok and Sao Paulo, while one ad featuring two male models in a same-sex embrace will appear on a billboard on New York's Houston Street from August 3.
In a statement, Mother New York executive creative director and partner Michael Ian Kaye said: "Calvin Klein wanted to go beyond fashion's traditional visually-driven advertising formula and instead start a conversation with young people. Mother New York hung out with kids living in today's world and heard stories from best hookups to steamiest sexts, nothing was off limits. The result is a campaign that broaches online dating, open relationships and complex sexuality, bringing to life the truths about modern love."