While men across the U.S slurp bottles of beer during Sunday's Super Bowl, they will be faced with a half-naked male model's chiseled abs and bulging biceps thanks to Calvin Klein.
The brand will run its first-ever Super Bowl commercial, a provocative 30-second ad featuring model Matthew Terry flexing his muscles, while wearing nothing but a pair of Calvin Klein briefs.
According to WWD, for those who want to advert their eyes, or forfeit their bathroom break until the second half, the ad will run at the end of the first quarter.
To introduce Calvin Klein Concept, the latest product from Calvin Klein Underwear, the rotating advertisement aims to depict the 360-degree 'seamless technology construction' of the new underwear line.
Tom Murry, president and chief executive of Calvin Klein Inc., said: '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 U.S.'
For those who miss the ad on game day, Calvin Klein’s Facebook, Twitter, Tumblr and YouTube will be transformed with the new 'man versus machine' themed campaign.
Digital content will also be shared via Vine, Twitter’s new video-sharing app, and it will also be included in Twitter’s #adscrimmage and YouTube’s Ad Blitz contests, to be voted by fans for the best Super Bowl commercials.
Mr Murray, commenting on the social-media blitz, added: '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.'
The Huffington Post, which called the ad 'sporty,' noted: 'A major incentive for watching the Super Bowl in years past had been all-American hunk Tom Brady. Without the New England Patriots in the game this year, who was going to fulfill our eye candy needs?
'A Calvin Klein model, that's who. And thank goodness for that.'
source: dailymail
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