NEW YORK — Get the cold showers ready.
Calvin Klein Underwear will return to the sexually charged images of a man and woman frolicking together in their undies in its brand advertising campaign for spring.
The sizzling couple this time around is supermodel Natalia Vodianova, who has been the face of Calvin Klein since spring 2003, and Swedish hunk Freddie Ljungberg, who has served as the exclusive model for Calvin Klein Underwear since fall 2003 and is known around the globe as midfielder for the Arsenal FC soccer club in the English Premier League.
Vodianova also continues to be featured in the Calvin Klein Collection, ck Calvin Klein, Calvin Klein Jeans and Calvin Klein Euphoria campaigns, as well as the company’s jewelry and watch campaigns.
In the new multimillion-dollar underwear campaign, which is aimed at the international marketplace, Vodianova and Ljungberg are paired together in provocative vignettes wearing Calvin Klein underwear while reclining on top of each other or curled up together on a pair of sheets.
Photographed by Steven Klein at New York City’s Sun Studios, the print and outdoor campaign will launch in February in North and South America, and in March in Europe and Asia. It will continue to be seen globally with new rotations through fall. For spring, black product images will break in the U.S., while white product images will be launched in Europe and Asia. The fall campaigns will switch black and white product formats.
It’s been 14 years since a couple has been featured in Calvin Klein Underwear ads, beginning with the steamy images of Kate Moss and Mark Wahlberg in 1992, and again in 1994, when Moss hooked up with Michael Begin. Other memorable Calvin Klein Underwear models who have done solo numbers include Christy Turlington, Jessica Miller, Hilary Swank, Joel West and Antonio Sabato Jr.
The print and outdoor campaign is aimed at 21 countries and will reach an estimated 98 million consumers. The outdoor campaign will kick off Jan. 30 in New York on a billboard at 4 Times Square at Broadway and 42nd Street. National ads break in February and March in titles including Vogue, Glamour, Elle, In Style, Cosmopolitan, GQ, L’Uomo Vogue, Maxim, Max, FHM and Men’s Health.
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Company officials would not give an ad budget, but noted that $200 million is spent annually on all Calvin Klein product advertising, marketing and promotions globally.