NEW YORK, Jan 31, 2013/ — Fashionistas are bowled over the news that “Calvin Klein Concept,” the brand’s latest men’s offering will make its debut at Super Bowl XLVII. Actually, it’s a double debut, in the sense that it is also Calvin Klein’s first appearance at the Super Bowl.
With over 111 million expected US viewership alone for Super Bowl XLVII, advertisers are forking as high as $4 million for a 30-second slot. And it is in this lofty world of advertising that we will find the provocative 30-second Calvin Klein Underwear commercial for Calvin Klein Concept, the brand’s latest men’s offering.
Shot in New York, the campaign depicts 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. The attention-grabbing commercial will air towards the end of the first quarter of Super Bowl XLVII.
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.
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